Journal of Fair Trade
Journal of the Fair Trade Society, supported by the Pluto Educational Trust
Action ≈ Learning ≈ Theory ≈ Justice
Volume 4 • Issue 1 • June 2023
Produced and distributed by
Cover design by Melanie Patrick
Typesetting by Westchester Publishing Services UK
ISSN 2513-9525 (print)
ISSN 2513-9533 (online)
All rights reserved. No portion of this publication may be reproduced, stored, or transmitted in any form whatsoever without the express permission of the publisher.
Journal of Fair Trade
Journal of the Fair Trade Society, supported by the Pluto Educational Trust
Action ≈ Learning ≈ Theory ≈ Justice
EDITOR-IN-CHIEF
Pauline Tiffen
JOURNAL MANAGER
Emma Anderson
FAIR TRADE SOCIETY CO-ORDINATOR
Ellie Sugg
EDITORIAL BOARD
Indro Dasgupta (Southern Methodist University/World Fair Trade Organization)
Robert Doherty (University of York)
Daniel Jaffee (Portland State University)
Shireen Musa (FIT - State University of New York)
Patrick Van Zwanenberg (Centro de Investigaciones para la Transformación, Argentina)
ADVISORY BOARD
Matthew Anderson (The University of Portsmouth)
Dana Geffner (Fair World Project)
Laura Raynolds (Center for Fair & Alternative Trade)
Erinch Sahan (Doughnut Economics Action Lab (DEAL))
Hans Theyer (Sustainability Consultant)
Diederik van Iwaarden (Utrecht University)
AIMS AND SCOPE
The Journal of Fair Trade (JoFT) aims to be a source of leading, multi-disciplinary research on Fair Trade, encompassing a full range of topics, interests and voices in new works, ideas and lively debate about the challenges and future of Fair Trade. The concept of Fair Trade for this Journal includes all efforts to ensure that trade is fair for all, with a holistic concept of need and the challenges we face. The work we publish will include that of academics and mentored producers, business leaders and activists. Our emphasis will be on documenting and analysing experiences under a rubric of:
Action ≈ Learning ≈ Theory ≈ Justice.
The Fair Trade Society is a membership organisation set up to support the Journal of Fair Trade. Its growing membership is made up of people who care and who wish to reclaim and reboot the ideals of a distinguished, global social movement.
ABOUT THE PLUTO EDUCATIONAL TRUST
The Pluto Educational Trust (PET) is a UK-registered charity whose aim is the advancement of education. PET aims to contribute to the publication and dissemination of new thinking that can help address poverty, unmet social need and human rights. PET recognises that there is often a gap between social activism, practice and theory that influences society and leads to social change. PET therefore aims to provide new avenues for activists, practitioners and scholars from around the world to focus their efforts in the social sciences within a sympathetic framework.
COPYRIGHT NOTICE
This journal is published under the Creative Commons License CC BY 4.0. This license allows users, scholars and readers, to read the content or any part of the content without charges. This license allows scholars to download and use the contents for educational purposes. This license does not allow the content or any part of the content to be used for commercial purposes.
Contents
Essays
Fair Trade factory farms: A false solution to a real problem 1
Anna Canning
Fair Trade visitors in Greater Bristol Schools: A model for making an impact 15
Jonathan Seagrave, Alix Hughes and Nick Regan
The role of emotional imagery exposure on Fair Trade consumption and on compassion 25
Shireen Musa
Mitigating effect of providing specific information on consumers’ negative reactions to cause-related marketing 39
Takao Iijima, Masaya Ota and Yusuke Sakata
The cost of sustainable production for basmati rice grown by the Fairtrade certified producers 58
Manab Chakraborty
Visit our website: www.joft.org.uk