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2014 | OriginalPaper | Chapter

Fairtrade and De-commoditization

Authors : Prof. Dr. Afonso Carneiro Lima, Prof. Dr. José Augusto Giesbrecht da Silveira

Published in: Commodity Marketing

Publisher: Springer Fachmedien Wiesbaden

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Abstract

Commodities may be defined as products that are undifferentiated, offering little or no perceived attributes between competitive offerings, presenting high levels of substitutability and straightforward price discovery. The purpose of this essay is analyzing how Fairtrade and Fairtrade certification may be a strategic choice for de-commoditizing food products. This approach may be vindicated in the face of increasing ecological literacy and escalating demand for more ethical products. Fairtrade is grounded on two initiatives: guaranteeing a fair price and fair working conditions for both producers and suppliers, supporting in this way equitable and lasting trading contracts. There are critiques to Fairtrade, however. An association of Fairtrade with niche markets with limited potential and attractiveness and dependence on consumers to feel that they have the ability to “make a difference” are some of the issues that need to be further researched in Fairtrade and de-commoditization.

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Title: Fairtrade and De-commoditization
Authors: Prof. Dr. Afonso Carneiro Lima
Prof. Dr. José Augusto Giesbrecht da Silveira
Publisher: Springer Fachmedien Wiesbaden
Book: Commodity Marketing
Print ISBN: 978-3-658-02924-1

Electronic ISBN: 978-3-658-02925-8

Copyright Year: 2014
DOI: https://doi.org/10.1007/978-3-658-02925-8_23