The Effectiveness of Market-Based Social Governance Schemes: The Case of Fair Trade Coffee
研究了市场型社会治理方案的两个特征（标准严格性与执行力度、推广力度）如何影响企业社会责任行为和消费者需求，并以公平贸易咖啡为例，指出消费者需求对社会效益规模的关键作用。
ABSTRACT: Market-based social governance schemes that establish standards of conduct for producers and traders in international supply chains aim to reduce the negative socio-environmental effects of globalization. While studies have examined how characteristics of social governance schemes promote socially responsible producer behavior, it has not yet been examined how these same characteristics affect consumer behavior. This is a crucial omission, because without consumer demand for socially produced products, the reach of the social benefits is likely to be limited. We develop a comprehensive model that links two characteristics of market-based social governance schemes—(1) stringency and enforcement of requirements, and (2) promotion—to two conditions required for governance schemes to generate significant social benefits: (1) socially responsible behavior of participating firms; and (2) consumer demand for socially produced products which, in turn, expands products produced according to social governance schemes, and thus, the quantity of social benefits. We discuss market-based social governance schemes in the context of fair trade coffee.