Promoting global well-being through fairtrade food: the role of international exposure

Social preference theory highlights an alternative explanation for consumption choices that are not consistent with rational economic decision making. In the current research, social preference theorizing is advanced by highlighting consumers’ exposure to developing countries (international exposure) as a factor that increases disposition to support fairtrade. The study shows that internationally exposed consumers through direct and indirect means demonstrate social concern by engaging in fairtrade food purchasing behaviour. Managers employing social preference appeals could prioritise internationally exposed consumers and heighten perceptions of equality restoration for a global reference group. The results imply that fairtrade marketers and public policymakers should highlight the benefits of fairtrade products to promote global equity

Equitable global value chain and production network as a driver for enhanced sustainability in developing economies

Recent studies on the global value chain (GVC) have highlighted the need to better integrate the value chains of developing countries of the global South with that of the global North regions, which are more highly developed. This is aimed at enhancing the economic and social sustainable upgrading of the value chains of the global South regions. The paper thus seeks to answer a critical question as to whether the existing GVC set-up pertaining to global North and South countries is equitable and whether it would yield the needed socio-economic and wider sustainable benefits, particularly to global South countries. a conceptual Global Value Chain (GVC) model is developed based on the economy-wide and system-based Multi-Regional Input–Output methodology to achieve this goal. Subsequently, this was empirically tested to measure embodied flows in capital and labour for sustainable development between global North and South regions. These are achieved using the GVC networks of the UK (from the global North) and some countries in sub Saharan Africa (from the global South) to exemplify these developments. With implications for equitable, sustainable development, our study shows significant imbalances exist in the flows of value added activities from the global South to the global North, particularly in the primary industries, which produce low-value products in their raw state. Subsequently, this creates a disproportionate economic disadvantage for South countries. As such, if global South countries are to fully benefit from GVC, the study shows that these imbalances must be addressed, such as through structural changes in the economies of global South countries from their dependencies on the primary industries

Contemporary retail marketing in emerging economies: the case of Ghana’s supermarket chains

Provides an overview of the marketing strategies employed by supermarkets in developing countries. Presents the latest developments in consumer loyalty programmes and the applications of electronic contactless cards. Discusses the future development of supermarket marketin

Consumer psychology on food choice editing in favor of sustainability

This article examines rationale behind consumers’ vote for or against choice editing (reduciing food choice) in favor of sustainable consumption to inform marketing communication strategies and sustainability policies. Based on a Qualitative analysis of free-text comments in a UK nationwide survey on sustainable healthy food consumption using inductive thematic analysis, we found that the majority (55.4%) disagreed with governments being given the right to minimize food choice options available to consumers by requesting that food industry players supply only sustainable food products whereas only 44.6% agreed with the idea. In-depth thematic analysis revealed that those who disagreed with it expressed the reasons to be “Freedom of choice”, “Individual choice to decide and responsibility”; “Producers to be encouraged to develop sustainable products”; “Need for education”; “Consumers have power”; “Consumers should be made to fund health conditions they develop from unhealthy food.”; “Government should fund production of sustainable foods”; and “this will lead to less competition within the market”. On the other hand, the agreement expressed by respondents gave reasons such as, “Food industry’s notorious for selling unhealthy food”; “Need to keep the price of sustainable products down.”; “Government should legislate.”; “All food sold should be whole natural food.”; “Retailers should produce more healthy food as obesity is a problem.”; “Healthy food is good for us.”; “Government’s obligation.”; and “GMO foods, foods grown using artificial methods, harm the environment and humans.” Our analysis revealed that change interventions have slowly reduced the pace of growth in the food industry, partially because of consumer awareness at a gradual rate. Moreover, sustainable food products are viewed as ineffective in the short run while market share for sustainable items remains substantially low. The implications of the results include inclusive policies for sustainable consumption, government intervention by making it mandatory to consume and produce sustainable items, accountability measures for food producers, the introduction of a rebate system for sustainable production, and the monitoring of food prices ensuring organic food is affordable to all