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Fairtrade and De-commoditization

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Commodity Marketing

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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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Authors and Affiliations

  1. Springer Fachmedien Wiesbaden GmbH, Abraham-Lincoln-Str. 46, 65189, Wiesbaden, Deutschland

    Prof. Dr. Afonso Carneiro Lima & Prof. Dr. José Augusto Giesbrecht da Silveira

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  1. Prof. Dr. Afonso Carneiro Lima
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  2. Prof. Dr. José Augusto Giesbrecht da Silveira
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Correspondence to Afonso Carneiro Lima .

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Editors and Affiliations

  1. Lehrstuhl für Marketing und Internationalen Handel, Technische Universität Bergakademie Freiberg, Freiberg, Germany

    Margit Enke

  2. Fachgebiet Marketing, Technische Universität Ilmenau, Ilmenau, Germany

    Anja Geigenmüller

  3. Juniorprofessur für BWL, insb. Marketing Intelligence, Otto-Friedrich-Universität Bamberg, Bamberg, Germany

    Alexander Leischnig

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Lima, A., Giesbrecht da Silveira, J. (2014). Fairtrade and De-commoditization. In: Enke, M., Geigenmüller, A., Leischnig, A. (eds) Commodity Marketing. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-02925-8_23

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  • DOI: https://doi.org/10.1007/978-3-658-02925-8_23

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  • Publisher Name: Springer Gabler, Wiesbaden

  • Print ISBN: 978-3-658-02924-1

  • Online ISBN: 978-3-658-02925-8

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