Abstract
Purpose: The Fair Trade movement works on improving working conditions forfarmers and producers while creating sustainable supply chains for companies. Even
though scholars have investigated the impact and effectiveness of the Fair Trade
movement, existing challenges affect the movement’s awareness in different regions
across the world. Hence, the purpose of this study is to compare the challenges in the
Fair Trade movement to become mainstream from the German and Mexican
perspectives.
Methodology: Qualitative empirical research in form of semi-structured interviews was
conducted in order to answer the guiding research question. German and Mexican
experts make up the purposeful interview sample.
Findings: A conceptual framework identifying the key driver of the Fair Trade’s
mainstreaming process is developed. The model compromises the two key drivers of the
Fair Trade movement. In addition, the main influences on the key drivers are identified
to understand which factors pose the greatest challenges to the mainstream introduction
of Fair Trade products. The model provides the foundation for understanding the main
challenges impacting the mainstreaming of the Fair Trade movement. The main insights
identify corporations and consumers as the key drivers of the movement. Accordingly,
the general understanding of challenges within the mainstream process serves as the
basis for comparing the introduction of Fair Trade products into the Mexican and
German markets. Consequently, the research provides a comparison of similarities and
differences in mainstreaming products into the conventional market from different
regional perspectives.
Originality: This thesis advances the research field of the Fair Trade movement in
providing valuable insights into the challenges of the mainstreaming process for Fair
Trade products into the conventional markets of Mexico and Germany. Accordingly,
the research incorporates two perspectives analyzing different factors that influence the
mainstreaming of Fair Trade. Thus, the findings of the thesis are not only relevant to
researchers but also provide a cultural comparison of the Mexican and German
perspectives on the movement.
| Date of Award | 2023 |
|---|---|
| Original language | Spanish |
| Awarding Institution |
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| Supervisor | Osmar Ernesto Arandia Pérez (Asesor) |