Ethical Marketing Focus on Food and Fair Trade

Ethical Marketing focus food
& fair trade

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Table of Contents
Introduction.................................................................................................................................................2
Literature review.........................................................................................................................................2
Conclusion...................................................................................................................................................7
References...................................................................................................................................................8

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Introduction
The main motive of the paper is to evaluate the literature review on the ethical marketing
procedure focusing on food and fair trade. Ethical marketing provides various benefits to the
food industry, and it helps to enhance the business performance of a particular firm. Therefore,
with the help of this literature review, the academics and practitioners can easily review the
advantages and disadvantages of incorporating ethical marketing strategy in the food industry
business. By knowing the effect of ethical marketing focusing on food and free trade the
practitioners will be able to avoid such facts in their work in the future. Moreover, the literature
review will determine the importance of fair trade practices and also its problem while
incorporating it in the food business.
Literature review
Ethical marketing demonstrates as the procedure by which organizations markets their
products and services by focusing on consumer benefits and also on the social as well as
environmental advantages. Also, ethical marketing is a philosophy that enables a firm to build
strong relationships with their consumer base and thereby it easily enhances the trust and honesty
of their target consumer base. According to the author Varul, (2014), organizations that focus on
the ethical marketing of food and fair trade evaluate their decisions in the form of business
perspective that provides huge benefits to the social environment as well as their customer base.
The author also suggested that food and fair trade ethical marketing gives the customers the
option of paying more or higher prices for imported food products so that they developed a
decent living standard for the people. In the words of Vitell, (2015), nowadays many companies
main motive is to achieve a better environment and social equality by following the ethical
marketing procedure for food and fair trade. The concept of fair trade on food industry through
ethical marketing is only to maximize the supplier return in comparison to the margin of the
buyer in a logical development structure. For this reason, the companies choose ethical
marketing procedure for food and fair trade so that they eventually enhance their consumer base
as well as their attraction towards the particular brand directly increases the business profit.
Ethical trade is also important which focus on the rights of the workers during the supplying
chain of products, it also talks about the behavior and of the companies. Whereas the fair trade
which only applies to products, not companies and focus on the development of the workers. The

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development of the fair trade policy helps in evaluating the overall growth and execution of the
business processes by any concerned organization. On the other hand, it has been fund that rise
in the number of companies are seeking for providing an ethical alternative for the respective
consumers in order to purchase particular products from them.
In the opinion of Chatzidakis Kastanakis & Stathopoulou, (2016), the concept of fair
trade mainly originated in the United Kingdom, but its advocacy and impact are pursued
throughout the country. Therefore in current days the country also plays a significant role in
implementation and advocacy of fair trade in the international market too. After implementing
the concept of fair trade, it is noticed that this country has gained considerable benefits in the
food sector and therefore from the 1990s most of the companies in this country use the fair food
trade in their business. Also, this fair food trade helps the companies to easily fulfill their
consumer demands by analyzing the market needs of this country, but some issues occur due to
this approach. The author Nicholls & Huybrechts, (2016), suggested that through food fair trade
most of the companies are enable to enhance their success rate but their targeted consumer base
has not increased at a higher rate. In order to increase the consumer base, it is important that the
companies should build some new strategies of marketing procedure. Therefore, for increasing
the consumer base, the companies of the United Kingdom introduces ethical marketing
procedure on focusing on developing the food sector thorough fair trade. With the help of this
strategy they successful in building high consumer base and thereby it enhances the business
growth of the food companies present in this country. The development of the fair trade policies
regarding the business processes of the firm on the international platform has helped in
increasing the number of the consumers from different countries of the world. It needs to be
understood that the fair trade is recognized as the desired philosophy which effectively supports
the marketing as well as the selling of the products at a greater than the free trade prices.
Moreover, it has been seen that the supporters of the fair trade practices effectively believes that
the prices for various commodities needs to be high enough in order to assure the safe living and
working conditions for the producers.
As evaluated by the author Cater, Collins & Beal, (2017), in order to build an ethical
relationship with the consumer base, it is necessary that the food company should focus on fair
trade through ethical marketing procedure. The author suggested that ethics in marketing help the