The thesis deals with marketing communications of a non-governmental, non-profit organization NaZemi, which contributes to the development of Fair Trade in the Czech republic. The thesis is divided into theoretical and practical part. In the theoretical part is defined marketing, marketing mix, and various tools of marketing communications, which includes advertising, sales promotion, public relations, personal selling, direct marketing, events and experiences. Part of the theoretical part is characteristic of marketing research, modern trends in marketing communications and outline of the concept of Fair Trade. In the practical part is introduced the organization NaZemi with its tools of marketing communication. Based on the survey findings are formulated proposals, leading to possible improvements in marketing communications. In the end there is deeply descibed one proposal in detail of a particular campaingn.

O valor final das mercadorias no século XXI nem sempre espelha o valor da matéria-prima, mão-de-obra e tecnologia adicionada em cada etapa da cadeia de valor. Ou seja, quem produz ganha pouco e quem compra, paga muito. O comércio justo, foco de estudo desse trabalho vem como uma alternativa para acabar com essa diferença de remuneração que existe na cadeia produtiva. Define-se o comércio justo como uma associação comercial orientada para o desenvolvimento sustentável, com foco nos produtores excluídos ou em desvantagem, propondo melhores condições comerciais. Dentro desse contexto, destaca-se a cadeia do algodão agroecológico, que se diferencia do tradicional por não utilizar insumos químicos no processo de produção e por ser intensivo em mão-de-obra. Dentro da cadeia de valor pesquisada neste trabalho, o algodão é produzido em estados do nordeste e no Paraná, e é vendido para duas organizações, a Tênis e a Rede Justa Trama. Ambas utilizam o algodão e dentro dos conceitos do comércio justo produzem e comercializam os produtos finais. Considerando a ampliação do comércio justo em nível mundial e o incipiente crescimento nos países em desenvolvimento, esse trabalho foi desenvolvido para responder à seguinte pergunta: Quais são as restrições e oportunidades para a difusão do comércio justo no Brasil? Para responder a pergunta, foi realizado um estudo de caso, onde foram consultados especialistas em comércio justo e representantes de organizações do comércio justo no Brasil. Além disso, foi analisada a parte final da cadeia do algodão agroecológico, ou seja, a comercialização dos produtos pela Justa Trama e pela Tênis. A partir do estudo realizado, foi possível verificar que existe a necessidade de uma visão sistêmica da cadeia, e que os consumidores têm o poder de escolher o que vão comprar e quais organizações que vão apoiar. Com relação à disseminação do comércio justo, acredita-se que uma divulgação mais ampla dos conceitos, com apoio da sociedade, empresas, universidade e governo poderia ajudar. Os consumidores, de um modo geral, querem produtos de qualidade. Dessa forma, devem ser feitos investimentos em capacitação e no desenvolvimento de produtos. A comercialização é feita preponderantemente pela internet. As semelhanças identificadas entre a Rede Justa Trama e a Tênis: equilíbrio entre o que plantam e vendem, perfil dos consumidores, ambas são uma marca e têm parceria com a Europa, apresentam competências chaves para a gestão sustentável da cadeia de suprimentos e valorizam a aprendizagem e disseminação do conhecimento. Com relação às diferenças, as suas origens, a estratégia de produção e comercialização dos produtos apresentam características distintas. A Tênis terceiriza a produção e só produz para exportação enquanto a Justa Trama tem toda a produção nas cooperativas da cadeia. A importância da certificação está relacionada à organização do setor. No comércio justo, a regra continua sendo ganhar, mas permitindo um ganho mais equitativo para todos os elos da cadeia. Desenvolvendo as comunidades carentes e dando oportunidades para que todos ganhem e tenham acesso aos mercados também. / The final value of the goods in the twenty-first century does not always reflect the value of raw material, manpower and technology added in each step of the value chain. That is, the producer gets little and the buyer pays too much. Fair trade research focus on this work comes as an alternative to end the pay gap that exists in the supply chain. Fair trade is a trade association geared towards sustainable development, with focus on producers excluded or disadvantaged by offering better trading conditions. Within this context, there is agro ecological cotton supply chain, which differs from traditional by not using chemical inputs in the production process and due to its intensive manpower. Within the value chain investigated in this work, the cotton is produced in the states of Brazil‟s Northeast and Parana, and is sold to two organizations, Tênis and Rede Justa Trama. Both produce and sell the final products within the concepts of fair trade. Considering the expansion of fair trade worldwide and the incipient growth in developing countries, this work aims to answer the following question: What are the constraints and opportunities for the dissemination of Fair Trade in Brazil? To answer this question, a case study was performed, in which experts were consulted in fair trade organizations and representatives of the fair trade in Brazil. In addition, the final part of the cotton chain was analyzed, and the marketing of products by Justa Trama and Tênis. From the study, it was observed that there is a need for a systemic view of the chain, and that consumers have the power to choose what to buy and which organizations they will support. Regarding the dissemination of fair trade, it is believed that a wider diffusion of concepts with the support of society, business, university and government could help. Consumers want quality products. Thus, it is important that fair trade also invest in training and development of products. Marketing is done mainly through the internet. The similarities identified between Tênis and Justa Trama: balance between the planting and selling, customer profile, they are both brand and have a partnership with Europe, have key competencies for Green Supply Chain Management and value learning and dissemination of knowledge. With respect to the differences: its origins, the strategy of production and marketing of products. Tênis outsources production and only produces for export, while Justa Trama produces all inside its cooperatives. The significance of the certification is related to the organization of the sector. In fair trade, the rule is still earning money, but allowing a more equitable gain to all links in the chain. Other rule is to develop poor communities and provide opportunities for everyone to earn and have access to markets.

O valor final das mercadorias no século XXI nem sempre espelha o valor da matéria-prima, mão-de-obra e tecnologia adicionada em cada etapa da cadeia de valor. Ou seja, quem produz ganha pouco e quem compra, paga muito. O comércio justo, foco de estudo desse trabalho vem como uma alternativa para acabar com essa diferença de remuneração que existe na cadeia produtiva. Define-se o comércio justo como uma associação comercial orientada para o desenvolvimento sustentável, com foco nos produtores excluídos ou em desvantagem, propondo melhores condições comerciais. Dentro desse contexto, destaca-se a cadeia do algodão agroecológico, que se diferencia do tradicional por não utilizar insumos químicos no processo de produção e por ser intensivo em mão-de-obra. Dentro da cadeia de valor pesquisada neste trabalho, o algodão é produzido em estados do nordeste e no Paraná, e é vendido para duas organizações, a Tênis e a Rede Justa Trama. Ambas utilizam o algodão e dentro dos conceitos do comércio justo produzem e comercializam os produtos finais. Considerando a ampliação do comércio justo em nível mundial e o incipiente crescimento nos países em desenvolvimento, esse trabalho foi desenvolvido para responder à seguinte pergunta: Quais são as restrições e oportunidades para a difusão do comércio justo no Brasil? Para responder a pergunta, foi realizado um estudo de caso, onde foram consultados especialistas em comércio justo e representantes de organizações do comércio justo no Brasil. Além disso, foi analisada a parte final da cadeia do algodão agroecológico, ou seja, a comercialização dos produtos pela Justa Trama e pela Tênis. A partir do estudo realizado, foi possível verificar que existe a necessidade de uma visão sistêmica da cadeia, e que os consumidores têm o poder de escolher o que vão comprar e quais organizações que vão apoiar. Com relação à disseminação do comércio justo, acredita-se que uma divulgação mais ampla dos conceitos, com apoio da sociedade, empresas, universidade e governo poderia ajudar. Os consumidores, de um modo geral, querem produtos de qualidade. Dessa forma, devem ser feitos investimentos em capacitação e no desenvolvimento de produtos. A comercialização é feita preponderantemente pela internet. As semelhanças identificadas entre a Rede Justa Trama e a Tênis: equilíbrio entre o que plantam e vendem, perfil dos consumidores, ambas são uma marca e têm parceria com a Europa, apresentam competências chaves para a gestão sustentável da cadeia de suprimentos e valorizam a aprendizagem e disseminação do conhecimento. Com relação às diferenças, as suas origens, a estratégia de produção e comercialização dos produtos apresentam características distintas. A Tênis terceiriza a produção e só produz para exportação enquanto a Justa Trama tem toda a produção nas cooperativas da cadeia. A importância da certificação está relacionada à organização do setor. No comércio justo, a regra continua sendo ganhar, mas permitindo um ganho mais equitativo para todos os elos da cadeia. Desenvolvendo as comunidades carentes e dando oportunidades para que todos ganhem e tenham acesso aos mercados também. / The final value of the goods in the twenty-first century does not always reflect the value of raw material, manpower and technology added in each step of the value chain. That is, the producer gets little and the buyer pays too much. Fair trade research focus on this work comes as an alternative to end the pay gap that exists in the supply chain. Fair trade is a trade association geared towards sustainable development, with focus on producers excluded or disadvantaged by offering better trading conditions. Within this context, there is agro ecological cotton supply chain, which differs from traditional by not using chemical inputs in the production process and due to its intensive manpower. Within the value chain investigated in this work, the cotton is produced in the states of Brazil‟s Northeast and Parana, and is sold to two organizations, Tênis and Rede Justa Trama. Both produce and sell the final products within the concepts of fair trade. Considering the expansion of fair trade worldwide and the incipient growth in developing countries, this work aims to answer the following question: What are the constraints and opportunities for the dissemination of Fair Trade in Brazil? To answer this question, a case study was performed, in which experts were consulted in fair trade organizations and representatives of the fair trade in Brazil. In addition, the final part of the cotton chain was analyzed, and the marketing of products by Justa Trama and Tênis. From the study, it was observed that there is a need for a systemic view of the chain, and that consumers have the power to choose what to buy and which organizations they will support. Regarding the dissemination of fair trade, it is believed that a wider diffusion of concepts with the support of society, business, university and government could help. Consumers want quality products. Thus, it is important that fair trade also invest in training and development of products. Marketing is done mainly through the internet. The similarities identified between Tênis and Justa Trama: balance between the planting and selling, customer profile, they are both brand and have a partnership with Europe, have key competencies for Green Supply Chain Management and value learning and dissemination of knowledge. With respect to the differences: its origins, the strategy of production and marketing of products. Tênis outsources production and only produces for export, while Justa Trama produces all inside its cooperatives. The significance of the certification is related to the organization of the sector. In fair trade, the rule is still earning money, but allowing a more equitable gain to all links in the chain. Other rule is to develop poor communities and provide opportunities for everyone to earn and have access to markets.

World international trade is moving towards more free trade, through globalization and trade liberalization. These moves are guided by trade theories which state that on an aggregated level, nations involved in free trade should benefit, and further that free trade is fair. However, in practice, contradictory views have been raised, stating that free trade may not necessarily be benefiting all participants equally. Rather, other nations, especially developing nations, have become worse-off after opening up their markets for free trade. On the other hand, many developed nations have benefited substantially from free trade. Among other factors, the difference in benefits is believed to have been influenced by the types of commodities being traded (where developing nations mainly trade in primary goods and developed nations in anufactured goods) and unequal power relations (some nations for example, the EU and the US, still adopt protectionism in their agricultural sector). In order to address market imbalances resulting from free trade, Fairtrade has arisen. Fairtrade aims to improve international trading conditions in order to benefit small-scale farmers and farm workers in the developing nations. The Fairtrade organization further claims that its principles are in line with sustainable development. However, Fairtrade suffers a credibility gap because there is a lack of independent research to support their claims. To date in South Africa, there is little research examining the claims of the Fairtrade organization. In order to contribute to the Fairtrade discussion in South Africa, this study has investigated the validity of Fairtrade‘s claims that it contributes towards sustainable development. The study utilised primary data, which was collected from ten commercial farms and two small-scale farmer cooperatives located in the Eastern Cape and Western Cape provinces that are/were Fairtrade certified. The main reason for including commercial farmers and small-scale farmer cooperatives in the study was for comparing relative impacts in the two Fairtrade structures. The data was then analysed using a sustainable livelihoods framework, which was developed in the study. The study focussed on investigating the impact of Fairtrade tools, which are minimum prices, premiums, pre-financing and support for long-term relationships, on its intended beneficiaries. Minimum prices offered to producers cover production costs and are above market prices, and Fairtrade premiums are to be invested in developmental projects. Therefore, examining the influence of Fairtrade tools on individuals and communities provides an overview of how Fairtrade influences development. The results of the study show that sampled Fairtrade beneficiaries in South Africa have witnessed substantial positive changes as a result of Fairtrade. The Fairtrade initiative has managed to empower small-scale producers and farm workers, as well as leverage development opportunities for their wider communities. It has supported organizational development in the supply chain, facilitated investment in community development projects and in business-related training. Producers, both commercial and small-scale producers, managed to access a market that offers stable prices, and have gained from minimum prices. Furthermore, small-scale farmers have been allowed an opportunity to expand their business into export markets, and enjoyed an increase in incomes. Fairtrade benefits further trickle down to non-Fairtrade community members, in the form of employment creation and community development. Despite positive effects, Fairtrade producers faced challenges, including high Fairtrade administration costs and a small market for Fairtrade commodities. The study concludes that in the face of challenges, Fairtrade brings economic, social and environmental benefits, but as compared to economic and social development, the impact on environmental development is rather limited. Even though that is the case, Fairtrade offers valuable development opportunities to producers in South Africa.

O valor final das mercadorias no século XXI nem sempre espelha o valor da matéria-prima, mão-de-obra e tecnologia adicionada em cada etapa da cadeia de valor. Ou seja, quem produz ganha pouco e quem compra, paga muito. O comércio justo, foco de estudo desse trabalho vem como uma alternativa para acabar com essa diferença de remuneração que existe na cadeia produtiva. Define-se o comércio justo como uma associação comercial orientada para o desenvolvimento sustentável, com foco nos produtores excluídos ou em desvantagem, propondo melhores condições comerciais. Dentro desse contexto, destaca-se a cadeia do algodão agroecológico, que se diferencia do tradicional por não utilizar insumos químicos no processo de produção e por ser intensivo em mão-de-obra. Dentro da cadeia de valor pesquisada neste trabalho, o algodão é produzido em estados do nordeste e no Paraná, e é vendido para duas organizações, a Tênis e a Rede Justa Trama. Ambas utilizam o algodão e dentro dos conceitos do comércio justo produzem e comercializam os produtos finais. Considerando a ampliação do comércio justo em nível mundial e o incipiente crescimento nos países em desenvolvimento, esse trabalho foi desenvolvido para responder à seguinte pergunta: Quais são as restrições e oportunidades para a difusão do comércio justo no Brasil? Para responder a pergunta, foi realizado um estudo de caso, onde foram consultados especialistas em comércio justo e representantes de organizações do comércio justo no Brasil. Além disso, foi analisada a parte final da cadeia do algodão agroecológico, ou seja, a comercialização dos produtos pela Justa Trama e pela Tênis. A partir do estudo realizado, foi possível verificar que existe a necessidade de uma visão sistêmica da cadeia, e que os consumidores têm o poder de escolher o que vão comprar e quais organizações que vão apoiar. Com relação à disseminação do comércio justo, acredita-se que uma divulgação mais ampla dos conceitos, com apoio da sociedade, empresas, universidade e governo poderia ajudar. Os consumidores, de um modo geral, querem produtos de qualidade. Dessa forma, devem ser feitos investimentos em capacitação e no desenvolvimento de produtos. A comercialização é feita preponderantemente pela internet. As semelhanças identificadas entre a Rede Justa Trama e a Tênis: equilíbrio entre o que plantam e vendem, perfil dos consumidores, ambas são uma marca e têm parceria com a Europa, apresentam competências chaves para a gestão sustentável da cadeia de suprimentos e valorizam a aprendizagem e disseminação do conhecimento. Com relação às diferenças, as suas origens, a estratégia de produção e comercialização dos produtos apresentam características distintas. A Tênis terceiriza a produção e só produz para exportação enquanto a Justa Trama tem toda a produção nas cooperativas da cadeia. A importância da certificação está relacionada à organização do setor. No comércio justo, a regra continua sendo ganhar, mas permitindo um ganho mais equitativo para todos os elos da cadeia. Desenvolvendo as comunidades carentes e dando oportunidades para que todos ganhem e tenham acesso aos mercados também. / The final value of the goods in the twenty-first century does not always reflect the value of raw material, manpower and technology added in each step of the value chain. That is, the producer gets little and the buyer pays too much. Fair trade research focus on this work comes as an alternative to end the pay gap that exists in the supply chain. Fair trade is a trade association geared towards sustainable development, with focus on producers excluded or disadvantaged by offering better trading conditions. Within this context, there is agro ecological cotton supply chain, which differs from traditional by not using chemical inputs in the production process and due to its intensive manpower. Within the value chain investigated in this work, the cotton is produced in the states of Brazil‟s Northeast and Parana, and is sold to two organizations, Tênis and Rede Justa Trama. Both produce and sell the final products within the concepts of fair trade. Considering the expansion of fair trade worldwide and the incipient growth in developing countries, this work aims to answer the following question: What are the constraints and opportunities for the dissemination of Fair Trade in Brazil? To answer this question, a case study was performed, in which experts were consulted in fair trade organizations and representatives of the fair trade in Brazil. In addition, the final part of the cotton chain was analyzed, and the marketing of products by Justa Trama and Tênis. From the study, it was observed that there is a need for a systemic view of the chain, and that consumers have the power to choose what to buy and which organizations they will support. Regarding the dissemination of fair trade, it is believed that a wider diffusion of concepts with the support of society, business, university and government could help. Consumers want quality products. Thus, it is important that fair trade also invest in training and development of products. Marketing is done mainly through the internet. The similarities identified between Tênis and Justa Trama: balance between the planting and selling, customer profile, they are both brand and have a partnership with Europe, have key competencies for Green Supply Chain Management and value learning and dissemination of knowledge. With respect to the differences: its origins, the strategy of production and marketing of products. Tênis outsources production and only produces for export, while Justa Trama produces all inside its cooperatives. The significance of the certification is related to the organization of the sector. In fair trade, the rule is still earning money, but allowing a more equitable gain to all links in the chain. Other rule is to develop poor communities and provide opportunities for everyone to earn and have access to markets.

L'Organisation Internationale de Labellisation du Commerce Equitable FLO ( Fairtrade Labelling Organization ) a la responsabilité de l'élaboration des standards du Commerce Equitable pour les organisations de petits producteurs dans trois volets, soit les volets économique, social et environnemental. FLO élabore aussi des standards commerciaux pour les produits labellisés Commerce Equitable (aussi appelés dans ce travail : produits équitables) ; pour exemple, Max Havelaar est l'un des labels qui certifient que la production et la commercialisation d’un produit sont faits selon des standards du Commerce Equitable. Alors qu'il existe des informations sur le prix minimum du Commerce Equitable pour les fèves de cacao (Theobroma cacao) ou sur le prix équitable (prix minimum du Commerce Equitable + un prime) Free on Board (FOB) que reçoivent les producteurs certifiés Commerce Equitable de cacao de pays du Sud, il n’y a pas assez d’informations sur les prix que reçoit le producteur équitable « à la porte de sa ferme ». Afin de mieux connaître le prix équitable que reçoivent « directement » les producteurs de cacao, nous avons sélectionné la Coopérative « Le CEIBO » en Bolivie. Une démonstration basée sur l’étude du cas du prix des fèves de cacao et la comparaison du prix équitable et du prix conventionnel dans la Région de Alto Beni. Bien que le CEIBO soit en situation de monopsone, la tendance du pourcentage de prix FOB que reçoivent les petits producteurs de fèves de cacao d'Alto Beni en général est à la hausse entre la période 2000-2006. / The International Fair-Trade Labelling Organization has the responsibly of elaborating the norms of fair-trade applied to the organisations which group small producers in three sectors i.e. Economical, social and environmental. FLO also sets the trade standards for the products labelled Fair Trade (also named in this work: fair products): for example, Max Havelaar is one of the labels which certifies the production and commercialisation of a product made as per the norms of fair trade. Although there is some information on the minimum price for fair trade concerning the cocoa-nibs (Thobroma cacao) or on the fair price (minimum price for fair trade + Subsidy) Free On Board (FOB) which are allowed to the certified fair trade cocoa producers in Southern countries, there is not enough information about the price perceived by the fair trade producer at the “Farm Gate”. In order to know better the fair price that the producers of cocoa receive “directly”, we have chosen the Cooperative “Le CEIBO” in Bolivia, a model based on the study of the price of the cacao-nib and the comparison with the fair price and the conventional price in the Alto Beni region. Though the CEIBO is in a situation of monopsony, the perception of the small cacao-nibs producers is that the percentage of the FOB price has generally risen between 2000-2006 in Alto Beni.

As documented in previous research, the attitude-behaviour gap (inconsistency between declared values and actual purchases) is phenomena which affects consumption in many different markets of ethical consumption. The diploma thesis analyses this phenomena, specifically in Czech Fair trade market. The attitude behaviour gap in the Czech Fair trade market was found to be in around third of the population, confirming the presence of the gap, which replicated the results of previous research in the field. From people with pro Fair trade values who do not buy Fair trade products, approximately half is not aware of Fair trade existence, indicating that lack of Fair trade awareness could be possibly hurting Fair trade sales. When analyzing respondents with pro Fair trade values who also have Fair Trade awareness, the skepticism towards ability of Fair trade movement to fulfill their declared goals and high quality perception of Fair trade products turned out to be the strongest and statistically significant predictors of whether one buys Fair trade or not. Focus on raising awareness about Fair trade existence, improving quality perception and decreasing skepticism towards Fair trade conversion is suggested for Fair trade marketers for helping to convert people with pro Fair trade values into Fair trade buyers.

Magister Legum - LLM / Sugar, bananas, beef and cotton are some of the few products, which are the primary commodities in many African, Caribbean and Pacific countries (ACP).2 Many are highly vulnerable small islands, landlocked and least developed states,' thus rendering the above-mentioned sectors, of great importance to their economies." In these countries, for instance, the sugar producers often provide housing, health care, education and other benefits.i

Low consumer loyalty threatens the sustainability of the fair trade (FT) coffee market and corporate social responsibility investment. To provide business owners with strategies and decision-making processes to market FT coffee products successfully in the United States, this phenomenological study explored the lived experiences, perceptions, and insights of 20 FT coffee marketing managers. Planned behavior theory served as the conceptual framework. Face-to-face or Skype interviews were conducted with each of the 20 purposefully sampled FT coffee marketing managers. The data from these interviews were analyzed using Moustakas' modified van Kaam method and qualitative analytic software to collect, group, reduce, validate, and organize the interview data into themes. Nine themes emerged from the analyses. The theme analysis revealed the importance of including consumer education as a part of a marketing strategy to improve consumer understanding of the FT label and to catalyze demand. Based upon the topics participants emphasized during the interviews, another principal theme was the importance of establishing a direct relationship with a farm. Furthermore, 2 of the 20 participants provided unique insights on achieving consumer trust and the importance consumers attribute to consistent taste. Educating consumers on the effects and implications of the FT label is instrumental in increasing profits from FT coffee. The findings could catalyze beneficial social change by enabling business owners to educate consumers through marketing communications, which increase their market share of FT coffee and thereby enhance the lives of third-world farmers.

This research examines the implementation process of blockchain technology and aims to identify prerequisites needed for this process. The study has been conducted through a case study at a Fair Trade handloom firm in Sri Lanka. Data has been collected through observations and semi-structured interviews with blockchain experts and employees at the case firm. The result is analysed through the TOE-framework. This research primary findings is divided into two categories, knowledge and willingness. Knowledge refers to usage of technical systems, awareness of how the firm's supply chain is built and knowledge of blockchain technology. Willingness refers to the ambition for constant improvement which is the crucial prerequisite for actually implementing blockchain technology. The firm’s knowledge and willingness to implement blockchain technology are the first stages of moving from Fair Trade certification to blockchain integration.