  Ref: market0038 Currently, ethical products are fashionable. An area which has grown rapidly over the last decade is Fairtrade products. The mainstreaming of Fairtrade has been met with some concerns that the movement has ‘sold out’ its values, which have become diluted the more mainstreamed the movement has become. In particular, supermarkets have been accused of ‘clean washing’ the selling of Fairtrade goods and using the confusing array of ethical products to their own advantage. This dissertation studies the selling of Fairtrade products in UK supermarkets and whether they have taken the engagement with Fairtrade seriously. The focus of the study is on three UK supermarkets. Academic literature was studied, in particular the findings of Low & Davenport (2005, 2006) and their three overlapping discourse themes; Adoption, Assimilation and Appropriation. Data was collected through primary research by the writer, including a content analysis of the supermarkets’ corporate websites and multiple-choice questionnaires, which were completed by head-office members from the three supermarkets. The results are interesting, both in terms of activities undertaken by the supermarkets and in relation to the academic theory. The study concludes that the selling of Fairtrade products in UK supermarkets is currently at an assimilation stage in the discourse themes, whereby Fairtrade products are still a niche in the supermarkets’ offering. The writer concludes that there is some evidence of clean wash taking place; however the supermarkets engagement with Fairtrade is a serious one. The writer rounds off the study with recommendations for supermarkets of how to avoid the concept of clean wash, by recommending they use marketing techniques to inform their customers of what Fairtrade is. This will avoid the growing distance between the Fairtrade goods and the Fairtrade message.
Chapter 1 - Introduction Objectives of the Study Outline of Chapters Chapter 2 - Literature Review Introduction What is Fairtrade? The Factors leading to the Mainstreaming of Fairtrade The Positive and Negative Aspects of Mainstreaming Fairtrade Fairtrade in Commercial Retail Operational Responses to Ethical Consumerism and Fairtrade The Fairtrade Market in the UK Adoption, Assimilation and Appropriation Adoption Assimilation Appropriation Clean Wash Sustainable Development “Shopping for a better world” Past Studies Summary Chapter 3 - Methodology Introduction Scope of the Research Advantages of Primary Research Limitations of Primary Research Participants Supermarket A Supermarket B Supermarket C Supermarket Website Disclosure Multiple-choice Questionnaire Limitations of Questionnaire Pilot Study Ethical Issues Limitations/Constraints of the Research Chapter 4 - Website Disclosure Findings Introduction Website Disclosure Results Fairtrade Foundation Website Disclosure Website Disclosure Discussion Chapter 5 - Fairtrade Questionnaire Findings and Discussion Introduction Objective 1 Question 1 Question 2 Objective 1 – Summary Objective 2 Question 3 Question 4 Objective 2 – Summary Objective 3 Question 5 Question 6 Objective 3 – Summary Objective 4 Question 7 Question 8 Objective 4 – Summary Chapter Summary Chapter 6 - Conclusion Recommendations Possible Areas for Future Research References Bibliography Appendices How To Order 1. Select reference number market0038 from the dropdown list 2. Click the PayPal button 3. Click the "Click Here" button on the PayPal page to submit your credit/debit card payment 4. We will email your chosen dissertation in PDF format within 24 hours |