Abstract
This inquiry examines the challenge for marketers to foster both anti‐slavery and fair trade. Analyzes communicative work to enhance both. Describes underlying issues and public misunderstanding; draws on specific themes by illustrating the Anti‐Slavery International campaigns to end child labour via the Rugmark label, and the work of a fair trade coffee company, Cafédirect Ltd; and furnishes a link between societal marketing and the emergent theory of sustainable communication to effect anti‐slavery and global fair trade. Concludes with a discussion, implications for societal marketing and suggestions for further research.
| Original language | English |
|---|---|
| Pages (from-to) | 642-666 |
| Number of pages | 24 |
| Journal | European Journal of Marketing |
| Volume | 36 |
| Issue number | 5/6 |
| DOIs | |
| Publication status | Published - 1 Jan 2002 |
Keywords
- Sustainability
- Fair trading
- Marketing
- Children
- Workforce
- Third World
- Social systems
