Title: Supporting fair trade as a mechanism for sustainable consumption promotion: cases of Brazil and Austria

Authors: Romana Korez Vide; Vanessa Di Benedetto; Vito Bobek; Tatjana Horvat

Addresses: Faculty of Economics and Business, University of Maribor, Razlagova 14, 2000 Maribor, Slovenia ' RINGANA GmbH, Herrengasse 1, 8230 Hartberg, Austria ' FH Joanneum Graz, University of Applied Sciences, Eggenberger Allee 11, 8020 Graz, Austria ' Faculty of Management, University of Primorska, Koper, Slovenia

Abstract: The aim of this research is to analyse the development of fair trade and to investigate the challenges and opportunities that might enable fair trade to flourish via sustainable consumption in Brazil. Promotion of sustainable consumption is discussed as the fundamental support to fair trade expansion. We perform a comparative empirical analysis, based on primary data, gathered from consumer e-surveys and expert interviews in Austria and Brazil. The results show significantly lower awareness of Brazilian consumers and many obstacles on the path of Brazilian fair trade advocates toward higher awareness and share of fair trade in this country. Key institutional challenges for supporting fair trade as a mechanism of sustainable consumption promotion are delineated.

Keywords: fair trade; price floor; price premium; supply chain; sustainable consumption; certification; promotion; institutional support; Brazil; Austria.

DOI: 10.1504/IJDIPE.2019.106782

International Journal of Diplomacy and Economy, 2019 Vol.5 No.2, pp.133 - 149

Received: 20 Sep 2019
Accepted: 20 Jan 2020
Published online: 20 Apr 2020 *

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