By Eleftheria J. Lekakis
This ebook explores the politics borne of intake during the case of espresso activism and moral intake. It analyses the firms, buildings, repertoires and applied sciences of advertising and participation within the politics of reasonable exchange intake via an exploration of the connection among activism and intake.
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Extra info for Coffee Activism and the Politics of Fair Trade and Ethical Consumption in the Global North: Political Consumerism and Cultural Citizenship
2012: 25). Co-branding is a potent branding strategies often employed by companies. This technique associates them with something else from which they draw authenticity. Danesi alludes to Starbucks’ co-branding with various bookstore chains to combine ‘the connotations of intellectualism (symbolized by books) with coffee consumption’ (2006: 95) in order to create the Starbucks experience. e. e. Virgin Trains) in an attempt to combine the leisurely connotations of travel with its coffee culture.
Boyle writes that people do not ‘expect moral purity’, but they want to live their lives without ‘undermining [other] people or [the] planet’ (2003: 16). The root of ethical consumption is, thus, to be found in the wedding of morality and civic duty in ethical consumer culture: You’re not just buying the product. You’re buying something else as well, which could be the moral [dimension] . . You’re prepared to pay a moral premium that you think ‘well actually I prefer knowing that this product is produced through fair-trading and, therefore, I’m prepared to pay that premium because that settles my conscience, so I know I’m doing that rather than buying something which could be the product of exploited labour’.
In terms of product quality, the interviewees who were aware of it made a stark distinction between the quality of ‘campaign’ and ‘fair’ coffee: A History of Mainstreaming Fair Trade 35 When you compare [campaign coffee and fair trade coffee] now, I mean the quality of stuff, that’s the main thing. We went to an event in London two years ago and they had representatives from one of the big consultancy ﬁrms . . and they turned all their canteens – the tea and coffee – to fair trade. But they hadn’t just done it overnight, they posed it to the staff and said we’re thinking about doing this and they got a lot of resistance ‘oh we are used to our Nescafe and Maxwell House and it [fair trade coffee] tastes horrible’, because they remembered the earlier version [campaign coffee] and so they did long tastings over a period of time and they found that most people they like fair trade coffee better.
Coffee Activism and the Politics of Fair Trade and Ethical Consumption in the Global North: Political Consumerism and Cultural Citizenship by Eleftheria J. Lekakis