|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. According to the Fairtrade International statistics, the turnover of fairtrade products in 2011 has increased in 12%, however in Lithuania it decreased significantly by 17%. The authors present 3 scientific references which explain the main reasons why people do not purchase Fairtrade products and what are the key factors to improve the turnover of Fairtrade products.The research was divided into two analyses: internet survey of consumers of 20-60 years– there were 406 respondents questioned that satisfied with the research to understand the demand of Fairtrade products, and also four representatives of supermarkets were examined to discuss whether supermarkets would be interested to improve the Fairtrade products’ turnover. The research data were processed by the statistical analysis program SPSS. Descriptive statistics methods were used for data analysis (means calculations, correlation analysis, chi-square tests, etc.).To conclude, the research showed that a vast majority of respondents did not know the meaning of Fairtrade. However, they were willing to buy Fairtrade products even for a higher price after they had been explained of it. The representatives of supermarkets stated that they would propose more of Fairtrade products if consumers show the demand. Therefore, the author suggested a model which should help to increase the Fairtrade products’ turnover – there must be a non-profit-making organization established in Lithuania which should spread the information about Fairtrade objectives, so that people would know and understand the meaning of it. There also must be a feedback system created so that consumers could feel the satisfaction and see the changes their purchases make in the third world countries.