Sąžiningos prekybos plėtros galimybės Lietuvoje
Opportunities of fairtrade development in Lithuania

Summary/Abstract: Straipsnyje nagrinėjama Sąžiningos prekybos (angl. Fairtrade), kaip socialinės atsakomybės reiškinio ir ekonominės veiklos fenomeno, koncepcija, raida, šio tipo produktų gamybos, realizavimo ir sertifikavimo ypatumai. Ypatingas dėmesys skiriamas Sąžiningos prekybos produktų atpažįstamumui ir jų realizavimo augimo Lietuvoje trikdžiams identifikuoti bei šios socialiai atsakingos veiklos platesnio taikymo galimybių paieškai. Remiantis mokslinės literatūros sistemine analize ir šio straipsnio autorių atlikta vartotojų bei prekybos organizacijų vadovų ir vadybininkų apklausa, pristatomas Sąžiningos prekybos produktų realizavimo plėtros mūsų šalyje modelis ir jo įgyvendinimo algoritmas. The main purpose of this article is to propose the model of Fairtrade products’ development in Lithuania, after analyzing the Fairtrade system, as a social responsibility tool. The paper consists of the three main parts: the analysis of literature, research with its results and a developed model with conclusions and recommendations. There were varieties of methods applied: literature and document analysis, the comparison method, the survey method, the structured questionnaire interview method and synthesis methods. Based on scientific literature, the Fairtrade concept analysis, and a summary of the main problems in the distribution of Fairtrade products, the model was created that should help to spread Fairtrade ideas in Lithuania, and in turn, should produce quality for us, improve the third-world’s life and secure a bright future. The literature analysis reviews the Fairtrade concept and its variety of definitions. The most widely used definition is given by Fairtrade International, which states that Fairtrade is a trading partnership, based on a dialogue, transparency and respect that seeks greater equity in international trade. It contributes to sustainable development by offering better trading conditions to, and securing the rights of marginalized producers and workers – especially in the South. The article also presents the history of the movement evolution when the first real manifestations appeared in the mid-twentieth century, and the overall Fairtrade system, including associated organizations, standards and marking, which all have been still developed. Throughout the world, Fairtrade marked goods are widely available in supermarkets, world shops and it is reported that more than half of the respondents are aware about Fairtrade and buy these products. However, in Lithuania there are no research articles on these topics, and also information in media about the Fairtrade movement and its meaning is missing. And while people can buy such goods in Lithuania, human unconsciousness and brand anonymity discourage sales of these products.

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