We’re sharing JoFT 4.1

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We're excited to share the Journal of Fair Trade
Vol. 4, No. 1, August 2023



The dairy industry is in crisis in countries throughout the world. Rising industrialization in the sector coupled with corporate consolidation is harming small-scale farmers. Indeed, low milk prices and control over regional processing benefits processors and brands, who gain profits even as farmers and farmworkers suffer.

Keywords: Fair Trade dairy, Fair Trade labelling, ethical dairy, workers’, rights, Fair Trade USA, dairy crisis, factory farming, farmworkers, fairwashing, greenwashing


This essay is based on the experiences of Bristol’s (a Fair Trade City) linking programme with Nicaraguan co-ops and the challenges and impacts of setting up a programme for visitors to Bristol schools and communities. The authors focus on the practical details of the experiences and what resonated the most with the school children visited. The article captures the voices and experiences of the Bristol organizers and the lasting effects and impacts on them.

Keywords: Fairtrade, Nicaragua, visit, interpreting, education, intercultural communications, school, university, co-operative, academy, financing

The role of emotional imagery exposure on Fair Trade consumption and on compassion
Shireen Musa

This conceptual article posits the effect of emotional imagery exposure on Fair Trade consumption and on compassion. The paper theorizes that as consumers are exposed to greater levels of compassionate emotional imagery exposure (CEIE), they are more inclined to consume Fair Trade products and posits the moderator effect of compassion for oneself, others and the environment (COOE), as an emotion compatible with Fair Trade consumption.

Keywords: emotional imagery, compassion, Fair Trade, consumer motivation, consumer behaviour, corporate social responsibility (CSR), fashion, sustainability, COOE scale, CEIE, social identity theory

Mitigating effect of providing specific information on consumers’ negative reactions to cause-related marketing
Takao Iijima, Masaya Ota, Yusuke Sakata

Cause-related marketing (CRM) has received attention from companies around the world in recent years. Companies in Japan use CRM, but they are struggling with it because Japanese consumers have little interest in social contribution and have negative attitudes toward CRM. This study addresses the reason why Japanese consumers display negative attitudes toward products related to CRM from the viewpoint of company motives toward CRM.

Keywords: cause-related marketing, company’s motive, discrete choice experiment, willingness to pay, negative product choice

The cost of sustainable production for basmati rice grown by the Fairtrade certified producers
Manab Chakraborty

The objective of the study is to understand the cost components of Basmati rice production, and whether the minimum price offered by Fairtrade International (FI) or the Government of India (GOI) adequately compensates the farmers. The study adopted a survey method for the assessment of realities on the ground. Data was collected from 327 FI certified Basmati farmers in four major Indian states – Jammu, Haryana, Uttarakhand and Uttar Pradesh. 

Keywords: Fair Trade rice, Basmati rice, farm gate prices, production costs, Minimum Support Price (MSP), contract farming, producer organization

So, we are on a mission now to explore all options as the Journal of Fair Trade Society!

The Journal of Fair Trade strives to publish a wide range of voices on building economic systems, practices, ideas and approaches to trade that are fair for people and planet whilst becoming a credible and important voice within vital global debate, dialogue and change. The Journal of Fair Trade Society membership organisation owns and runs the Journal of Fair Trade with support from the Pluto Educational Trust. Join as a member of the Journal of Fair Trade Society which encompasses a community with a shared passion for Fair Trade.

Individual member £15 / year

Organisation / Social Enterprises Membership £45.00 / year

Ethical Business Membership £100.00 / year

Even before Open Access, The Journal of Fair Trade aimed to become a membership organisation. And the 100 or so early supporters who paid for access and as moral support need to be warmly thanked for their decision to become founding members!
Currently the Journal of Fair Trade Society is a small, informal body with a handful of members, individuals and organisations, signed up.
It’s easy to join and there is no screening process.
The Society doesn't yet have, but really needs good and effective ways to decide things, get advice and help – put simply more ‘boots on the ground’! We have had a preliminary Advisory Board of volunteers, and it is time to replace this with a group of volunteers to become the Journal of Fair Trade Society’s Founding Board.

The vision for the Society’s Founding Board and members is:
• To develop the Journal of Fair Trade Society as a membership organisation: bringing together people who think ideas matter, that thought and action in fair trade is important, and who care enough to help and want to redress wrongs in the world.
• To raise a core budget through membership dues and contributions/donations to stay viable
• To develop and draw up appropriate rights, rules and structures to exist formally and offer benefits to members
• To guide and secure the future of the Journal’s, promote the ideas it publishes and extend its influence.

We offer all of you a chance to volunteer to help us in a range of ways, with different time commitments and more detail on the tasks involved.




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