Marketing Components and Their Role on Fair Trade in Coffee Agriculture: A Scoping Review

Juan Maradiaga-López, Alejandro Vega-Muñoz (), Guido Salazar-Sepúlveda and Nicolás Contreras-Barraza ()
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Juan Maradiaga-López: Facultad de Ciencias Económicas, Administrativas y Contables, Universidad Nacional Autónoma de Honduras, Tegucigalpa 11101, Honduras
Alejandro Vega-Muñoz: Facultad de Medicina y Ciencias de la Salud, Universidad Central de Chile, Santiago 8330507, Chile
Guido Salazar-Sepúlveda: Facultad de Ingeniería, Universidad Católica de la Santísima Concepción, Concepción 4090541, Chile
Nicolás Contreras-Barraza: Pontificia Universidad Católica de Valparaíso, Valparaíso 2340025, Chile

Agriculture, 2025, vol. 15, issue 5, 1-36

Abstract: The aim of this study is to conduct a scoping review of the literature on the marketing environment and Fair Trade in the coffee industry, identifying its contribution to organizations and society. Quantitative studies were selected from databases such as Web of Science and Scopus, following a selection process aligned with the PRISMA methodological guidelines and establishing eligibility criteria for articles using the PICOS strategy. To understand the effects of macromarketing, strategic marketing, and operational marketing on the development of the Fair Trade coffee market, the results demonstrate that marketing plays a significant role in the market’s growth. Specifically, marketing is crucial in communicating the value of Fair Trade, raising consumer awareness, and supporting the economic well-being of coffee producers. Ethical consumption and branding strategies are essential for positioning Fair Trade coffee in competitive markets. However, further studies are needed to corroborate these findings and provide more up-to-date perspectives.

Keywords: agribusiness; coffee studies; rural management; sustainable agriculture; cooperativism; sustainability (search for similar items in EconPapers)
JEL-codes: Q1 Q10 Q11 Q12 Q13 Q14 Q15 Q16 Q17 Q18 (search for similar items in EconPapers)
Date: 2025
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