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In search of a golden blend: perspectives on the marketing of fair trade coffee

Golding, Kirsty and Peattie, Kenneth John ORCID: 2005. In search of a golden blend: perspectives on the marketing of fair trade coffee. Sustainable Development 13 (3) , pp. 154-165. 10.1002/sd.274

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Fair trade markets for commodities have considerable potential to contribute to the achievement of sustainable development goals, but realizing this potential will depend upon ‘scaling up’ fair trade's impact. Unfortunately, from a marketing and consumer behaviour perspective, fair trade markets remain relatively under-researched and poorly understood in comparison to the mainstream. Using fair trade coffee as an example, this paper proposes an alternative to the dominant view that the key to expanding fair trade market share is a focus on greater ‘commercialization’. It highlights the potential of social marketing to promote the principles of fair trade, in a way that complements the emphasis on brand-building strategies for fair trade products. An approach that blends a commercial and social marketing orientation perhaps has the greatest potential to maintain fair trade's distinctive nature, while contributing to the achievement of its social and economic goals.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Centre for Business Relationships, Accountability, Sustainability and Society (BRASS)
Business (Including Economics)
Sustainable Places Research Institute (PLACES)
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Uncontrolled Keywords: Fair trade; sustainable development; social marketing; commodities
Publisher: Wiley-Blackwell
ISSN: 0968-0802
Last Modified: 21 Oct 2022 10:24

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