Marketing Components and Their Role on Fair Trade in Coffee Agriculture: A Scoping Review

Abstract

The aim of this study is to conduct a scoping review of the literature on the marketing environment and Fair Trade in the coffee industry, identifying its contribution to organizations and society. Quantitative studies were selected from databases such as Web of Science and Scopus, following a selection process aligned with the PRISMA methodological guidelines and establishing eligibility criteria for articles using the PICOS strategy. To understand the effects of macromarketing, strategic marketing, and operational marketing on the development of the Fair Trade coffee market, the results demonstrate that marketing plays a significant role in the market’s growth. Specifically, marketing is crucial in communicating the value of Fair Trade, raising consumer awareness, and supporting the economic well-being of coffee producers. Ethical consumption and branding strategies are essential for positioning Fair Trade coffee in competitive markets. However, further studies are needed to corroborate these findings and provide more up-to-date perspectives.