Fairtrade som syftar på rättvis handel är ett handelssamarbete som likt en folkrörelse engagerar, stödjer och hjälper producenter runt om i världens utvecklingsänder. Denna uppsats visar med en enkätundersökning på Södertörns högskola att Fairtrade Sverige framförallt lyckats att få ut sitt budskap till unga personer och särskilt kvinnor. En intervju utfördes med den marknadsansvarige på Fairtrade Sverige och tillsammans med enkätundersökningen på Södertörns högskola och uppsatsens analys visar den att Fairtrade Sverige fortsättningsvis bör satsa på unga personer och kvinnor, samt att öka sina relationer och samarbeten med väletablerade klädföretag.

Fairtrade is one way to reach sustainable development in emerging countries, for example South America and Africa. Lately, Fairtrade has become highlighted and popular. This has led to studies on consumers’ view on Fairtrade, for instance in Belgium and America. Among the previous studies, the ethical consumer has been identified. At the moment, there is no research done in Sweden on who the Swedish Ethical Consumer is, regarding purchases of Fairtrade coffee. Therefore, with this thesis we want to fill the research gap on identifying the Swedish Ethical Consumer and which factors that influence him or her in the purchase decision. The study was performed on Swedish coffee consumers on Facebook. Different factors such as consumer related, environmental related, and product related, are measured to see if there is any relationship between these factors and how they influence the Swedish Ethical Consumer. With help from a snowball sampling technique and a self-administrated survey, 111 answers were collected. From that, we could identify the Swedish Ethical Consumer, given this sample. The result showed that product and demographics seemed to be the most affecting factors on ethical consumer behaviour. For this sample, brand (taste) of the product was by far the most popular product related factor to consider when buying coffee. From the environmental factors, the demographics were of greatest matter. Attitudes and knowledge were the most important consumer related factors. It seems like a majority of the respondents who think that Fairtrade is important (attitudes) also do buy Fairtrade coffee. Also, the respondents who possess much information (knowledge) about it tend to buy it. This study contributes to fill the gap in the lack of studies of Swedish Ethical Consumer behaviour. The conclusions can be used as a guideline and tool for companies to brand a new product. It could also be helpful for organisations to provide more information about Fairtrade to the consumers.

Problem definition: By what marketing communications do consumers want companies in the jewelry industry to communicate its potential CSR activities? Purpose: The purpose of this study is to investigate in what kinds of marketing communications consumers want the jewelry industry to communicate its potential CSR work. Method: The study has used a quantitative approach to data collection, focused on a survey to answer the purpose of the study and the problem definitions. Conclusion: The study found that the respondents want a clearer communication of CSR work in the industry and that the most suitable communication channels according to respondents differ depending on gender. The female respondents think that the most appropriate channels are product promotions and direct marketing. In contrast, the male respondents think that the channels social media, newspaper and television advertising as well as web sites are more suitable.

Eco-labels are increasingly important to certify food that is produced under sustainable conditions. In this paper variables are analysed that are important for consumers’ purchase decisions of eco-labelled food exemplified by the case of Fairtrade products. The focus lies on the distinction between people’s subjective (perceived) knowledge and objective knowledge (actual) about the Fairtrade label. The empirical data for the study was gathered by a survey, which involved a quota sampling of 203 people in Berlin. The results justify the distinction between subjective and objective knowledge. Subjective knowledge proved to be a strong predictor for both attitude and consumption towards the label, whereas objective knowledge did not show a significant influence. Further, attitude in general was confirmed to be a predictor for the consumption of Fairtrade products.

Konsumenterna har under de senaste åren blivit mer och mer medvetna. Till följd av detta har företagens CSR arbete både ökat och utvecklats. Idag är CSR ett brett och svårdefinierat begrepp enligt många forskare. För att hjälpa konsumenterna att hitta rätt har diverse märkningar vuxit fram vilka syftar till att certifiera de initiativ som tas. Fairtradecertifieringen vilken använts som plattform i denna studie är en av många mer eller mindre välkända märkningar vilka finns för konsumenterna att tillgå. Fairtradecertifieringens främsta syfte är att främja rättvis behandling och skapa bättre arbets- och levnadsvillkor för odlare och anställda i tredjevärldsländer. Dit vi som konsumenter nu börjat lyfta våra blickar. Vi konsumenter har börjat fråga oss vem som egentligen betalar priset för vår konsumtion? Båda inom forskning och i direkta rapporter från näringslivet visar konsumenterna starkt intresse för hållbart arbete och inte minst etisk handel. Dock har inte detta intresse visat lika stor effekt i hur konsumenterna faktiskt handlar. Forskningen säger att en möjlig förklaring till detta är ett informations- och kunskapsgap hos konsumenterna. Att de faktiskt inte vet varför de skall handla eller vad det innebär när de handlar hållbart. Vi ställde oss därmed frågan: Vilken betydelse har information för konsumentens gap mellan intention och handling vid köp av Fairtradecertifierade varor? Studien genomfördes utifrån en experimentell metod i kombination med en enkätundersökning, vilken syftade till att kartlägga studenternas uppfattning om Fairtradecertifieringen och undersöka huruvida det fanns ett samband mellan dessa och informationsperceptionen. Vi ensamställde informationsfaktorn i experimentet och fann att den inte har en ensam påverkan isolerad och som presenterad i experimentet. Däremot antydde resultaten att information har en effekt på konsumenternas uppfattning såväl som på köpbeslut. Studien visade även en stor spridning i uppfattning om Fairtradecertifieringen, där det bland annat indikerades en hög grad av trovärdighet samt att ett informationsbehov verkade existera.

O presente estudo buscou investigar se o modelo de cooperativismo adotado por uma cooperativa de pequenos produtores rurais ligados à citricultura orgânica tem contribuído para o empowerment dos seus membros, ou seja, se os atores envolvidos, de forma individual ou coletiva, têm utilizado seus recursos econômicos, sociais, políticos e culturais para agir com responsabilidade no espaço público defendendo os seus direitos. Como a pobreza rural e as desigualdades sociais estão presentes em grande parte do território nacional, muitos produtores vêem no cooperativismo e em ferramentas como o comércio justo alternativas para a subsistência e uma forma de mediar as contradições políticas, ideológicas e psicológicas existentes nas sociedades. A organização estudada foi a Cooperativa dos Citricultores Ecológicos do Vale do Caí – ECOCITRUS. Localizada no município de Montenegro/RS, essa é a única cooperativa do Estado do Rio Grande do Sul com o selo de certificação internacional do comércio justo (Fair Trade). Adotando-se o método Estudo de Caso e como principal instrumento para coleta de dados a entrevista semi-estruturada realizada com pequenos produtores rurais associados – principalmente aqueles que participaram do processo de constituição da cooperativa – o autor procurou identificar e separar os cinco momentos do empowerment propostos por Kieffer (1984) e vivenciados pelos fundadores da cooperativa. Dessa maneira, o estudo concluiu que a inserção desses produtores no sistema cooperativista está contribuindo para mudanças positivas nas suas vidas, proporcionando a abertura de novas oportunidades, até então não vivenciadas por tais individuos. Em síntese, acredita-se que tais atores foram empoderados à medida que passaram a ter acesso a um poder anteriormente limitado, alterando significativamente as suas vidas. / The present study aimed at investigating if the cooperativeness model adopted by a cooperative of small rural producers developing organic citrus culture has contributed for the empowerment of its members, i. e., if the involved actors, either individually or collectively, have utilized their economical, social, political and cultural resources in order to perform with responsibility in the public space by defending their rights. As the rural poverty and social inequalities are present in a great part of the national territory, many producers see, in cooperativeness and in tools like the fair trade, the alternatives for subsistence and a way of mediating the political, ideological and psychological contradictions existing in society. The studied organization was the Cooperative of Ecological Citrus Producers from Caí Valley – ECOCITRUS. Located in the municipality of Montenegro, RS, this is the sole cooperative in the state of Rio Grande do Sul awarded with the international certification of Fair Trade. By adopting the Case Study as method and, as main instrument for the data collection, the semistructured interview carried out with associated small rural producers – mainly those who participated of the cooperative constitution process, the author searched for identifying and detaching the five empowerment moments suggested for Kieffer (1984) and experienced by the cooperative founders. As a result, this study draw the conclusion that the insertion of these producers into the cooperative system has contributed for positive changes in their lives by providing new opportunities they had not experienced as yet. To summarize, there is the belief that such actors have been empowered when they began to have access to a power which was previously limited and significantly changing their lives.

O presente estudo buscou investigar se o modelo de cooperativismo adotado por uma cooperativa de pequenos produtores rurais ligados à citricultura orgânica tem contribuído para o empowerment dos seus membros, ou seja, se os atores envolvidos, de forma individual ou coletiva, têm utilizado seus recursos econômicos, sociais, políticos e culturais para agir com responsabilidade no espaço público defendendo os seus direitos. Como a pobreza rural e as desigualdades sociais estão presentes em grande parte do território nacional, muitos produtores vêem no cooperativismo e em ferramentas como o comércio justo alternativas para a subsistência e uma forma de mediar as contradições políticas, ideológicas e psicológicas existentes nas sociedades. A organização estudada foi a Cooperativa dos Citricultores Ecológicos do Vale do Caí – ECOCITRUS. Localizada no município de Montenegro/RS, essa é a única cooperativa do Estado do Rio Grande do Sul com o selo de certificação internacional do comércio justo (Fair Trade). Adotando-se o método Estudo de Caso e como principal instrumento para coleta de dados a entrevista semi-estruturada realizada com pequenos produtores rurais associados – principalmente aqueles que participaram do processo de constituição da cooperativa – o autor procurou identificar e separar os cinco momentos do empowerment propostos por Kieffer (1984) e vivenciados pelos fundadores da cooperativa. Dessa maneira, o estudo concluiu que a inserção desses produtores no sistema cooperativista está contribuindo para mudanças positivas nas suas vidas, proporcionando a abertura de novas oportunidades, até então não vivenciadas por tais individuos. Em síntese, acredita-se que tais atores foram empoderados à medida que passaram a ter acesso a um poder anteriormente limitado, alterando significativamente as suas vidas. / The present study aimed at investigating if the cooperativeness model adopted by a cooperative of small rural producers developing organic citrus culture has contributed for the empowerment of its members, i. e., if the involved actors, either individually or collectively, have utilized their economical, social, political and cultural resources in order to perform with responsibility in the public space by defending their rights. As the rural poverty and social inequalities are present in a great part of the national territory, many producers see, in cooperativeness and in tools like the fair trade, the alternatives for subsistence and a way of mediating the political, ideological and psychological contradictions existing in society. The studied organization was the Cooperative of Ecological Citrus Producers from Caí Valley – ECOCITRUS. Located in the municipality of Montenegro, RS, this is the sole cooperative in the state of Rio Grande do Sul awarded with the international certification of Fair Trade. By adopting the Case Study as method and, as main instrument for the data collection, the semistructured interview carried out with associated small rural producers – mainly those who participated of the cooperative constitution process, the author searched for identifying and detaching the five empowerment moments suggested for Kieffer (1984) and experienced by the cooperative founders. As a result, this study draw the conclusion that the insertion of these producers into the cooperative system has contributed for positive changes in their lives by providing new opportunities they had not experienced as yet. To summarize, there is the belief that such actors have been empowered when they began to have access to a power which was previously limited and significantly changing their lives.

O presente estudo buscou investigar se o modelo de cooperativismo adotado por uma cooperativa de pequenos produtores rurais ligados à citricultura orgânica tem contribuído para o empowerment dos seus membros, ou seja, se os atores envolvidos, de forma individual ou coletiva, têm utilizado seus recursos econômicos, sociais, políticos e culturais para agir com responsabilidade no espaço público defendendo os seus direitos. Como a pobreza rural e as desigualdades sociais estão presentes em grande parte do território nacional, muitos produtores vêem no cooperativismo e em ferramentas como o comércio justo alternativas para a subsistência e uma forma de mediar as contradições políticas, ideológicas e psicológicas existentes nas sociedades. A organização estudada foi a Cooperativa dos Citricultores Ecológicos do Vale do Caí – ECOCITRUS. Localizada no município de Montenegro/RS, essa é a única cooperativa do Estado do Rio Grande do Sul com o selo de certificação internacional do comércio justo (Fair Trade). Adotando-se o método Estudo de Caso e como principal instrumento para coleta de dados a entrevista semi-estruturada realizada com pequenos produtores rurais associados – principalmente aqueles que participaram do processo de constituição da cooperativa – o autor procurou identificar e separar os cinco momentos do empowerment propostos por Kieffer (1984) e vivenciados pelos fundadores da cooperativa. Dessa maneira, o estudo concluiu que a inserção desses produtores no sistema cooperativista está contribuindo para mudanças positivas nas suas vidas, proporcionando a abertura de novas oportunidades, até então não vivenciadas por tais individuos. Em síntese, acredita-se que tais atores foram empoderados à medida que passaram a ter acesso a um poder anteriormente limitado, alterando significativamente as suas vidas. / The present study aimed at investigating if the cooperativeness model adopted by a cooperative of small rural producers developing organic citrus culture has contributed for the empowerment of its members, i. e., if the involved actors, either individually or collectively, have utilized their economical, social, political and cultural resources in order to perform with responsibility in the public space by defending their rights. As the rural poverty and social inequalities are present in a great part of the national territory, many producers see, in cooperativeness and in tools like the fair trade, the alternatives for subsistence and a way of mediating the political, ideological and psychological contradictions existing in society. The studied organization was the Cooperative of Ecological Citrus Producers from Caí Valley – ECOCITRUS. Located in the municipality of Montenegro, RS, this is the sole cooperative in the state of Rio Grande do Sul awarded with the international certification of Fair Trade. By adopting the Case Study as method and, as main instrument for the data collection, the semistructured interview carried out with associated small rural producers – mainly those who participated of the cooperative constitution process, the author searched for identifying and detaching the five empowerment moments suggested for Kieffer (1984) and experienced by the cooperative founders. As a result, this study draw the conclusion that the insertion of these producers into the cooperative system has contributed for positive changes in their lives by providing new opportunities they had not experienced as yet. To summarize, there is the belief that such actors have been empowered when they began to have access to a power which was previously limited and significantly changing their lives.

During the last two decades, the Fair Trade literature has constantly questioned the basic theoretical assumptions of dominant economic orthodoxies and the Fairtrade system has challenged mainstream businesses with its market successes. In the heart of this rapidly growing system is its general modus operandi stating, firstly, that all low-income, lower-middle-income and upper-middle-income economies (i.e. developing countries) are welcomed to join as countries where Fairtrade products are produced in primary production, traded and consumed. Secondly, that the high-income economies (i.e. developed countries) are the countries where Fairtrade products are traded (or processed in secondary production) and consumed. However, the Fairtrade system's practice is inconsistent with its internal normative and operational bases in the case of nine European upper-middle income economies, which are allowed to have Fairtrade traders (or processors in secondary production) and consumers, however, their poor and marginalised small-scale producers are forbidden from entering the Fairtrade system as primary producers. Therefore, they are under a direct threat of becoming double-losers, potentially excluded from both non-Fairtrade and Fairtrade economy. This inconsistency is important because the greater integration of all upper-middle-income economies may in practice be another step towards the creation of a more global Fairtrade system. In this envisioned state, firstly, the poor and marginalised small-scale producers and workers from nine excluded upper-middle-income economies will gain a new perspective to develop and thrive, by being included in the Fairtrade system. Secondly, more poor and marginalised small-scale producers and workers from other countries of the world will gain additional and stronger access to new markets in these nine upper-middle-income economies once they are fully included. One of these "producer-excluded" upper-middle-income economies - Serbia, and its full Fairtrade potentials, which have never been fully on the Fair Trade radar before, will be in the focus of my doctoral research. / Doctorat en Sciences politiques et sociales / info:eu-repo/semantics/nonPublished

Since coffee was first introduced to Indonesia by Dutch merchants in the late seventeenth century, power relationships have shifted as a result of coffee trade between Indonesia and the Netherlands. In this thesis I analyse changes and recurrent themes in the struggles around coffee, structured around three main narratives spanning over 300 years: colonialism, Indonesian independence, and Fairtrade. The time-frames are chosen on the basis of significant development in the socio-economic and socio-political environment in the Indonesian coffee industry. The first narrative depicts the link between the Max Havelaar novel and the Max Havelaar Foundation, which sets the scene for bridging past and present in the triangular drama between coffee, colonialism and the Dutch-Indonesian relationship. In the second narrative, I will look at the history of relationships between Indonesia and the Netherlands, from the perspective of coffee. The inclusion of the lens of a feature or commodity, like coffee, provides a new approach to the Dutch-Indonesian history. The third narrative entails a discussion on the coffee supply chain, its environmental impact, and the price volatility that characterises the global coffee market. Additionally, the rise of sustainability certifications in the coffee sector are discussed, in relation to its impact on the Indonesian coffee industry. Finally, the three narratives come together in a final discussion, in which I reflect on the history of power struggles that arose from coffee trade between Indonesia and the Netherlands. The chapter links past and present by revealing similarities in the contest for power during colonial times and modern times in the Indonesian coffee industry.