ROLE OF FAIR TRADE AND ITS STRATEGIC IMPLICATIONS TO ORGANIZATION DECISION MAKING (Published)
Fair-trade is concerned with ensuring that producers are paid fair wages and that fair prices are charged consumers in a bid to promote equitable trading agreement (shaw et al 2006). This paper investigates recent discourse associated with fair trade particularly clothing companies. It argues for fair trade as a veritable tool for ensuring fair wages and prices but points out some of the issues concerned with carrying out fair trade activities. This paper was based on secondary data. The findings suggest that despite the relevant roles fair trade plays, and the high media publicity associated with it, most consumers still find it difficult to recognise fair trade products because of the negative practices and poor promotional efforts with companies. While this paper highlights some of the unethical practices organisations have engaged which impact negatively on fair trade, it suggests some of the remedies especially to organisations that have interest in practicing fair trade in future. The study recommendations that providing certified labelling will enable consumers read and identify fair trade product easily. It also recommends that ensuring adequate corporate social responsibility and quality of the products are way forward
Keywords: Clothing Companies, Discourse, Fair Trade