Communicative campaigns to effect anti-slavery and fair trade: The cases of Rugmark and Cafédirect

Research output: Contribution to journalArticle

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 languageEnglish
Pages (from-to)642-666
Number of pages24
JournalEuropean Journal of Marketing
Volume36
Issue number5/6
DOIs
Publication statusPublished - 1 Jan 2002

Keywords

  • Sustainability
  • Fair trading
  • Marketing
  • Children
  • Workforce
  • Third World
  • Social systems

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