Article2002

Communicative campaigns to effect anti‐slavery and fair trade

81 citations0/0 files storedEuropean Journal of Marketing

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Global trade, sustainability, and social impact Environmental Sustainability in Business Corporate Social Responsibility and Sustainability

Abstract

This inquiry examines the challenge for marketers to foster both anti‐slavery and fair trade. Analyzes communicative work to enhance both. Describes underlying issues and public misunderstanding; draws on specific themes by illustrating the Anti‐Slavery International campaigns to end child labour via the Rugmark label, and the work of a fair trade coffee company, Cafédirect Ltd; and furnishes a link between societal marketing and the emergent theory of sustainable communication to effect anti‐slavery and global fair trade. Concludes with a discussion, implications for societal marketing and suggestions for further research.

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References

1994Qualitative Data Analysis: An Expanded Sourcebook 1968The Discovery of Grounded Theory: Strategies for Qualitative Research.1985Naturalistic inquiry 1968The Discovery of Grounded Theory; Strategies for Qualitative Research 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research 1994Culture and Imperialism.2017Culture and Imperialism 1986Culture and Consumption: A Theoretical Account of the Structure and Movement of the Cultural Meaning of Consumer Goods

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2005French fair trade coffee buyers’ purchasing motives: An exploratory study using means-end chains analysis 2006The mainstreaming of Fair Trade: a macromarketing perspective 2006Rediscovering consumer‐producer involvement 2008Can a Plantation be Fair? Paradoxes and Possibilities in Fair Trade Darjeeling Tea Certification 2006Fair Trade marketing: an exploration through qualitative research 2009The Rise and Stall of a Fair Trade Pioneer: The Cafédirect Story

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