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

Pierre Mcdonagh

doi:10.1108/03090560210422925

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

Pierre Mcdonagh

Management

Research output: Contribution to journal › Article › peer-review

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	https://doi.org/10.1108/03090560210422925
Publication status	Published - 1 Jan 2002

Keywords

Sustainability
Fair trading
Marketing
Children
Workforce
Third World
Social systems

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

Access to Document

10.1108/03090560210422925

Cite this

@article{3a0ee0f1bf164a768a1974c1a8b8e523,

title = "Communicative campaigns to effect anti-slavery and fair trade: The cases of Rugmark and Caf{\'e}direct",

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, Caf{\'e}direct 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.",

keywords = "Sustainability, Fair trading, Marketing, Children, Workforce, Third World, Social systems",

author = "Pierre Mcdonagh",

year = "2002",

month = jan,

day = "1",

doi = "10.1108/03090560210422925",

language = "English",

volume = "36",

pages = "642--666",

journal = "European Journal of Marketing",

issn = "0309-0566",

publisher = "Emerald Group Publishing Ltd.",

number = "5/6",

}

TY - JOUR

T1 - Communicative campaigns to effect anti-slavery and fair trade: The cases of Rugmark and Cafédirect

AU - Mcdonagh, Pierre

PY - 2002/1/1

Y1 - 2002/1/1

N2 - 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.

AB - 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.

KW - Sustainability

KW - Fair trading

KW - Marketing

KW - Children

KW - Workforce

KW - Third World

KW - Social systems

UR - http://dx.doi.org/10.1108/03090560210422925

U2 - 10.1108/03090560210422925

DO - 10.1108/03090560210422925

M3 - Article

VL - 36

SP - 642

EP - 666

JO - European Journal of Marketing

JF - European Journal of Marketing

SN - 0309-0566

IS - 5/6

ER -

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

Abstract

Keywords

UN SDGs

Access to Document

Other files and links

Fingerprint

Cite this