Abstract
The relationship between mobile technology applications and ethical shopping holds immense potential to impact the key stakeholders- through shifting the consumer shopping patterns and influence the corporate agenda of the shops and retailers selling fair trade products. Cardiff is the world‘s first fair trade capital city based on the principles such as; support from the local council in serving fair trade products, availability of fair trade products for consumers in retail outlets, raising awareness through media campaigns, and presence of a local fair trade steering group. While there is a clear demand from the public in Cardiff for fair trade products, there is no platform to provide comprehensive information regarding the availability of fair trade products to the people in Cardiff which could help them in purchase decisions. This feasibility study serves as a starting point for the development of FairFinder, a mobile app for providing consolidated information about the range of fair trade products.
We analysed the fair trade and technology market and carried out a cost benefit analysis of the project. To understand stakeholders‘ view point, we conducted qualitative interviews and focus groups with consumers, volunteers and industry stakeholders and examined their motivations, pain points and opportunities regarding fair trade. We also employed relevant DESIGNSCAPES tool to analyse the value creation through various stake holder relationships. The analysis reveals that the total project cost falls below the projected revenue through advertisement monetisation, thus, confirming the feasibility of the FairFinder study. Based on the stakeholders‘ analysis, we found that there is a huge demand for a platform which could provide consolidated information regarding the availability and impact of fair trade. We also provide recommendations and scope for scalability of the project.
| Original language | English |
|---|---|
| Publisher | Kingston University |
| Publication status | Published - 31 May 2019 |
Bibliographical note
Note: This work was supported by European-Union Designscapes.Impact: FairFinder will impact a number of stakeholders from economic, social and environmental view point. The project will influence the general public as consumers of fair trade products as they will have access to information pertaining to the availability of fair trade products in Cardiff. FairFinder can serve as a catalyst by providing information about ethical choices, which can be imperative to altering consumption patterns towards more sustainable choices. In doing so, this app will also empower the consumers by allowing them to vote economically for the products they deem as fairly traded. In turn, by buying fair trade products, consumers pay a social premium, which impacts the economic growth of the majority of marginalised producers in the developing countries.
Speciality retailers selling fair trade products will also benefit economically from FairFinder as this will provide an opportunity to promote their products and ethical ethos. This app will also help these small businesses display and sell a wider variety of products including handicrafts as consumers are less aware about these fair trade products, translating in higher economic revenue. FairFinder app will also help in mainstreaming fair trade as consumers will be able to search extensively for the fair trade sold by large retailers. The big retailers will be able to increase the sales of fair trade products, and also boost their credibility with consumers.
From a societal community engagement perspective, this project will significantly impact the Cardiff council by helping the city in achieving sustainability goals. The Cardiff council, as part of their Sustainable Development Goals, promotes fair trade by raising awareness among general public regarding the uptake of fair trade products throughout the city. The Council is officially represented on Fair Trade Wales, an affiliation of individuals and organisations, sharing their commitment towards advocating fair trade in the city. FairFinder will play a key role in supporting fair trade initiatives that encourage citizens to think about their roles and responsibilities and provide an opportunity to organise events and engage with the communities.
The environmental impact of FairFinder is through its support to the ethos of fair trade. FTF has laid down requirements for farmers to be included on the certification program. For instance, to sell fair trade products, farmers would have to enhance the quality of soil and water, reduce the use of pesticides and harmful chemicals and increase environmental safety. FTF continually devotes the financial resources from the social premium charged on the products in community programs to raise environmental awareness among the farmers and producers in developing countries.
Keywords
- Business and management studies