C/B/1211. Dissertation. Fair Trade: Does It Benefit All Stakeholders?

The dissertation examines whether fair trade branding benefits all stakeholders involved in the fair trade system, including companies, governments, producers and communities. The case study of Starbucks is conducted analysing the views of Starbuck's customers and other customers about fair trade branding and its relative benefits. The methods of research include primary data obtained from 80 interviews with the consumers, content analysis of the findings and secondary data collected from the review of literature. Conclusions are made about the overwhelming benefits of fair trade for brands like Starbucks compared with the relatively minor benefits for producers and their communities.