Caselet Code : CLCB040
Publication date : 2005
Subject : Consumer Behavior
Industry : -
Length :
 5 Pages
Price :  Rs. 100 (Detailed Pricing Info)

To download this short case study (No. CLCB040) click on the link below, and select from the list:

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Abstract

The caselet describes how an increasing number of consumers were buying products with the Fairtrade mark, which guaranteed fair and stable prices to producer co-operatives, plus decent working conditions for workers. With the increasing demand from consumers for Fairtrade marked products, corporates like Tesco, Starbucks, etc., too started selling Fairtrade-marked products.

Issues:

» Evolution of consumers into those sensitive to the need of social and economic equity in the marketplace
» How organizations are trying to remove inequalities in trade
» Pressure on corporates to be more equitable in their trading.

 
Key words:

Fairtrade mark, Oxfam, Fairness in trade, Fairtrade movement, Cafédirect, Tesco, Starbucks, Costa Coffee, Rainforest Alliance and Kraft.

Questions for Discussion:

1. Assess the extent to which the Fairtrade mark influenced the shopping orientation of consumers?

2. What were the ways in which the business world used the Fairtrade mark?