Stakeholders of the fairtrade in Japan with special reference to the present conditions and challenges of retailers
2012
Yasunobu, K.
Consumers in Japan can buy fairtrade commodity through fairtrade organizations as well as local retailers which buy the goods from the fairtrade wholesale organizations. This research focused on the local retailers which are one of the marketing chains of the fairtrade goods to the consumers. The characteristics of the fairtrade retailers and their problems are discussed. A questionnaire was posted to the nationwide listed shops and 137 questionnaires were collected. The research found that the retail shops are mostly operated in small business size by middle-aged women owners who have high motivation and awareness regarding food safety, care about environment and concern about producers in developing countries. However, constraint and challenges to continue the shop management also emerged clearly.
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