Is fair trade labeling fair? A perspective through the relationships between producers, third-party certifiers and consumers

Mantiaba Coulibaly-Ballet () and Loïc Sauvée ()
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Mantiaba Coulibaly-Ballet: GRM - Groupe de Recherche en Management - EA 4711 - UNS - Université Nice Sophia Antipolis (1965 - 2019) - IAE Toulon - Institut d'Administration des Entreprises (IAE) - Toulon - UTLN - Université de Toulon
Loïc Sauvée: UniLaSalle, INTERACT - Innovation, Territoire, Agriculture et Agro-industrie, Connaissance et Technologie - UniLaSalle

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Abstract: How actors are in a broad sense able managing their actions within the global fairtrade system? That means what is fair and what is not fair in the relationship and why? To tackle these questions we mobilize literature about the fairtrade system to define and characterize this concept, and delineate its consequences. We use researches focused on inter organizational relationships and governance mechanisms to analyze fair actions between producers, third party certifiers and their partners in the fairtrade market. We analyze consumers' perceptions about fair and non fair actions in the fairtrade market. We show that the fairtrade system is not in itself outside the picture; the fairtrade principles should be viewed and analyzed also from the concrete situations in place. So it is important to consider practices and strategies of people and organizations that implement the system.

Keywords: actors fairness fairtrade governance relationships; actors; fairness; fairtrade; governance; relationships (search for similar items in EconPapers)
Date: 2012-04-02
Note: View the original document on HAL open archive server: https://hal.science/hal-04363353
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Published in 4th Fair Trade International Symposium and GeoFairTrade Final Conference, Apr 2012, Liverpool, United Kingdom

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