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This paper critically examines the marketing of fair trade, arguing that the use of the term producer conflates a number of categories of actors, not all of whom benefit equally. The authors contend that the two existing archetypes – the noble peasant farmer and the independent artisan – and the emerging archetype of the “empowered decision maker” serve to obscure and mask complex labour relationships.

This conceptual paper draws on a wide range of literature and original fieldwork conducted by the authors to illustrate the three marketing archetypes in the fair trade value chain.

Hidden behind the three dominant archetypes used to promote fair trade is a relationship between fair trade “producers” (small farmer, craft enterprise and plantations) and permanent and temporary/casual labourers. The trickle‐down of fair trade benefits to these workers is uneven at best and falls far short of the expectation of empowerment of all “producers” that fair trade promises.

The fair trade project must look beyond the simple archetypes to engage more deeply with labour issues in the fair trade value chain, and to re‐engage with fair trade as a development strategy through which broader and more complex forms of empowerment can be realised.

Fair trade standards are not a substitute for organised labour's activities. Interactions between trade unions and fair trade bodies could ensure that existing labour standards are met, and improvements in the lives of all workers can occur.

This paper conceptualises three fair trade mainstream marketing archetypes and suggests why and how the fair trade movement must move beyond these to ensure empowerment amongst its least well‐off stakeholders.

Fair trade commonly focuses on the figure of the smallholding peasant producer. The effectiveness of this as a strategy lies in the widespread appeal of an economy based upon independent family producers trying to secure livelihoods in impersonal and exploitative global commodity markets. But the attempt by fair trade to personalise economic relationships between coffee producers and consumers diverts attention away from aspects of the political economy of production for the market. This chapter examines a rural Costa Rican coffee economy that has supplied fair trade markets since the 1980s. Documenting differences in landholdings, the range of activities farmers engage in, and the relationship between landowners and landless labourers, women, and migrant harvesters from Nicaragua reveals differentiation and tensions that are obscured in the “smallholder” model invoked by fair trade.

The purpose of this paper is to examine Gen Y consumers' responses to American Apparel's use of two advertising message strategies – fair labour and sex appeal, using the theory of reasoned action to predict intent to patronize American Apparel and comparing the utility of the classic reasoned action model with an extended model that included variables external to the theory.

A questionnaire was administered to 425 consumers, who were randomly assigned to one of four advertisement exposure groups. Group 1 evaluated an American Apparel ad (Ad No. 1) that promoted fair labour practices. Groups 2, 3, and 4 evaluated Ad No. 1 as well as one of three additional ads that featured messages employing sex appeal of varied intensities.

Participants' attitudes toward American Apparel were more positive when they were exposed to the fair labour message, only, than when they were exposed to the fair labour message in conjunction with one of the three sex appeal messages. In the classic reasoned action models, intent to patronize American Apparel was consistently predicted by attitude toward the retailer. Extending the models increased the explained variance for Groups 1, 2, and 3, with several variables adding predictive utility.

A fair labour message may contribute to positive evaluations of apparel advertisements and may build positive attitudes toward apparel retailers. Thus, when appropriate, apparel retailers might consider using a fair labour message strategy, rather than a sex appeal message strategy.

The study explores consumer responses to two distinct advertising message strategies not often used simultaneously by a single company within the contemporary marketplace and examines the influence of these responses and other variables on patronage intention.

Since the introduction of product certification in the 1980s, fair trade has grown apart from its social justice roots and the focus has steadily shifted away from calls for institutional market reform, corporate accountability, and fair prices, and toward a celebratory embrace of poverty alleviation and income growth through market integration and business partnerships. This paper examines fair trade's narratives of poverty and partnerships, focusing on the brand communication strategies employed by influential fair trade organizations and businesses. These are compared with how fair trade coffee producers in southern Mexico understand and practice partnership, demonstrating some of the ways in which the latter resist narrative framings which position them as entrepreneurial businesspeople first and cooperativistas second. The business partnerships between coffee buyers and producers are highly asymmetrical, and the partnerships that matter most for the Oaxacan coffee farmers are not with global businesses and certifiers, but instead with each other and their producer organizations. These relationships did not originate with fair trade, although, they are, in part, sustained by this system which supports democratically organized producer groups, the sharing of technical and market information, and communal management of the fair trade premium. In contrast to the organizations that certify and market their products, the paper demonstrates how farmers regard their precarious economic circumstances as an issue of social justice to be addressed through increased state support rather than market empowerment. The analytical juxtaposition of farmers' attitudes with fair trade organizational priorities contributes to the expanding literature examining how fair trade policies are experienced on the ground.

This study aims to analyze the short-, medium- and long-term impacts of natural-resources-seeking foreign direct investment (FDI) in the form of foreign multinational enterprise (MNE) land acquisitions on agricultural labor productivity in developing countries. The authors analyze if these land acquisitions disrupt fair and decent rural labor productivity or if the investments provide opportunities for improvement and growth. The influence of different country characteristics, such as economic development levels and governmental protection for the rural population, are acknowledged.

The study analyzes 570 land acquisitions across 90 countries between 2000 and 2015 via a generalized least squares regression. It distinguishes short- and long-term implications and the moderating role of a country’s economic development level and government effectiveness in implementing government protection.

The results suggest that natural resource-seeking FDI harms agricultural labor productivity in the short term. However, this impact turns positive in the long term as labor markets adjust to the initial disruptions that result from land acquisitions. A country’s economic development level mitigates the negative short-term impacts, indicating the possibility of finding alternative job opportunities in economically stronger countries. Government effectiveness does have no influence, presumably as the rural population in which the investment is partaking is in many developing countries, not the focus of governmental protectionism.

The findings provide interesting insights into the impact of MNEs on developing countries and particularly their rural areas that are heavily dependent on natural resources. The authors identify implications on employment opportunities in the agricultural sector in these countries, which are negative in the short term but turn positive in the long term.

Moreover, the findings also have utility for policymakers. The sale of land to foreign MNEs is not a passive process – indeed, developing country governments have an active hand in constructing purchase contracts. Local governments could organize multistakeholder partnerships between MNEs, domestic businesses and communities to promote cooperation for access to technology and innovation and capacity-building to support employment opportunities.

The authors urge MNE managers to establish new partnerships to ease transitions and mitigate the negative impacts of land acquisitions on agricultural employment opportunities in the short term. These partnerships could emphasize worker retraining and skills upgrading for MNE-owned land, developing new financing schemes and sharing of technology and market opportunities for surrounding small-holder farmers (World Bank, 2018). MNE managers could also adopt wildlife-friendly farming and agroecological intensification practices to mitigate the negative impacts on local ecosystems and biodiversity (Tscharntke et al., 2012).

The authors contribute to the debate on the positive and negative impact of FDI on developing countries, particularly considering temporality and the rural environment in which the FDI is partaking.

The purpose of this paper is to examine the effects of motivational factors (suppliers and workers are important stakeholders and corporate image concern) on fair labor management (FLM) and the mediating role of top‐management commitment in the relationships.

Responses from sourcing managers of US clothing and footwear companies were gathered through a mail survey and analyzed using a mediated regression analysis and a structural equation modeling technique.

Both the norms in which suppliers and workers are important stakeholders and concern regarding corporate image were significantly related to FLM. The relationship between corporate image concern and FLM was mediated by top‐management commitment and that the relationship between the importance of suppliers and their workers as stakeholders and FLM was partially mediated by top‐management commitment.

Results suggest that changes in the norm, where suppliers and workers are accepted as important stakeholders of the firm, have a direct influence on FLM and that top‐management is requisite in executing FLM orientation and actions in the firms as a response to changing norms and growing pressure in the society regarding labor issues.

Organizational condition for the two commonly cited drivers of FLM to work was discovered.

The purpose of this paper is to explore consumers’ responses to prosocial marketing claims presented on apparel hang tags. Guided by the theory of reasoned of action, this study examined the impact of varied prosocial claims (environment, labor, cancer charity) upon college students’ evaluations of hang tags used to promote university-branded apparel (i.e. t-shirts) as well as their attitudes and patronage intentions toward the apparel.

An intercept survey approach, with an experimental design component, was used to administer a written questionnaire to 262 college students. The experimental design component required participants to examine a university-branded t-shirt and to read the information provided on the product hang tag attached to the t-shirt.

In total, 60 percent of college students read apparel hang tags on a very frequent or frequent basis to gain information about brand name, care instructions, and fiber content. Further, college students evaluated apparel hang tags featuring prosocial marketing claims more positively than they evaluated hang tags with no prosocial marketing claim. In turn, these evaluations positively predicted the amount of money students were willing to pay for a university-branded t-shirt as well as their attitudes and purchase intentions toward university-branded apparel.

Findings suggest that apparel companies engaged in socially responsible business practices may wish to develop hang tags that address both desired product attributes as well as company engagement in prosocial initiatives.

This study extends the understanding of the role that prosocial marketing claims play in informing consumer's attitudes and behaviors relative to apparel.

There is a growing academic literature exploring the fair trade movement but, to date, there has been little explicit discussion of accountability within the movement. This paper aims to cast the development of the fair trade movement within a shift from trust‐based relationships to standards‐based systems. The authors particularly aim to focus on the dominance of an external accountability approach being used for Fair Trade Labelling Organization International (FLO) certified products versus an internal accountability approach being adopted through organizational self‐assessment of World Fair Trade Organization (WFTO) members.

While this is predominantly a conceptual paper, the authors draw on primary research with northern and southern fair trade organizations (FTOs). Five southern FTOs were interviewed along with three northern FTOs.

The paper illustrates the conflict that Power expressed about trust increasingly being placed in formalized “rituals” of auditing rather than in organizations. Standards‐based certification has played a crucial role in mainstreaming fair trade food which reduces the trust relationship to a label and relies on market‐based mechanisms of “ethical consumerism” to signal (dis)content with the operations of the certification system. By contrast, organizational self‐assessment under development by WFTO, which has proven popular amongst southern FTOs, fitting their organisational culture(s) and contributing to organisational learning and democracy, creates greater accountability to internal stakeholders such as producers.

This paper draws direct comparisons between the FLO system of certification of products and the WFTO process of self‐assessment of organizations. It demonstrates that the WFTO system builds on the movement's tradition of democracy and trust. Producers, southern FTOs, and northern FTOs must demonstrate their democratic principles throughout the supply chain up to consumers. Conversely the FLO system governs the products themselves and largely leaves the participants, other than producer groups, free of demands for corporate social responsibility and organizational learning.

The balancing of sustainability dimensions is the prime agenda of supply chain organisations. The supply chain sustainability greatly influenced by its freight transport activities. Most of the previous work discussed the economic and environmental sustainability of freight transport industry; although the social sustainability (SS) dimension paid less attention to researchers and practitioners of emerging economies. The purpose of this study is to investigate the importance of SS indicators in the freight transport industry. The SS assessment framework is validated with the Indian freight transport industry.

The proposed framework considers four SS dimension and 25 indicators. The SS indicators’ importance varies with the individual company's prospect. Therefore the proposed framework is used in multi-company perspective as well as in industry perspective to present more realistic results. The importance weight of SS dimension and indicators are computed with a novel multi-criteria decision-making (MCDM) method, i.e. fuzzy best–worst method (FBWM).

The prioritisation of SS indicators in each company perspective is compared with an industry perspective. The contribution to community health and education program is most valuable indicator followed by the prevention of child and forced labour. The model robustness is tested through sensitivity analysis and reported that less variation in indicators’ ranking.

To authors best of knowledge, this is the first study to highlight the importance of SS indicators in the freight transport industry. This study contributes to the sustainability assessment literature by providing a nuanced perception of the SS indicators and put forward managerial implications for improving the SS of the freight transport industry. The proposed framework could be treated as a benchmark for other developing nation's freight transport industry.

Industrial relations, organizational behavior, and human resource management scholars have studied numerous aspects of internal workplace conflict resolution, ranging from the design of conflict resolution systems to the processes used for resolving conflicts to the outcomes of the systems. Scholars from these specialties, however, have paid considerably less attention to external workplace conflict resolution through litigation. This chapter analyzes certain areas of such litigation, focusing specifically on workplace conflicts involving issues of managerial and employee misclassification, independent contractor versus employee status, no-poaching agreements, and executive compensation.

Leading recent cases involving these issues are examined, with particular attention given to the question of whether the conflicts reflected therein could have been resolved internally or through alternative dispute resolution (ADR) methods rather than through litigation.

Implications of this analysis are drawn for workplace conflict resolution theory and practice. In doing so, I conclude that misclassification disputes could likely be resolved internally or through ADR rather than through litigation, but that no-poaching and executive compensation disputes could very likely not be resolved internally or through ADR.

The chapter draws on and offers an integrated analysis of particular types of workplace conflict that are typically treated separately by scholars and practitioners. These include misclassification conflicts, no poaching and labor market competition conflicts, and executive compensation conflicts. The originality and value of this chapter are to show that despite their different contexts and particular issues, the attempted resolution through litigation of these types of workplace conflicts has certain common, systematic characteristics.