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The authors have gathered preliminary information by reviewing the literature and gathering information from organizations that have already implemented strategies to broaden fair and ethical trade marketing.
The authors seek to avoid "clean washing" the message of fair and ethical trade by using the affinity marketing strategy that they describe. However, it is possible that consumers at mission driven organizations will fail to recognize the value of the fair and ethical trade products they purchase if having a fun time out is their goal rather than supporting a cause. The way in which these items are marketed so as not to lose the social mission must be addressed. Another exploratory study surveying the consumers at such mission driven organizations would be useful.
Exploratory research generally precedes descriptive research. Descriptive data is not generated in studies that are exploratory such as this. The authors conducted a pilot study about how zoos and aquaria link their mission to the items...
The information that Low and Davenport have generated could now be used to answer the questions, "how much," or "how many," in a future descriptive study.
Conclusions should be drawn from this type of exploratory study with caution. The authors conclude that affinity marketing is one way to reach more consumers without losing the message of fair and ethical trade. More research is needed to determine if this conclusion is supported. It is likely that affinity marketing would increase the sale of fair and ethical products but not necessarily prevent the loss of fair and ethical trades' message.
References
Low, W., Davenport, E. (2009). Organizational leadership, ethics and the challenges of marketing fair and ethical trade. Journal of Business Ethics, 86: 97-108. doi: 10.1007/s10551-008-9763-7
Kotler, P., Adam, S., Brown, L., Armstrong, G. (2006). Principles of Marketing, 3rd Edition. New York, NY: Prentice Hall
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