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Contagious Small Good Firms: Corporate Social Responsibility
and the Rise of "Social Market Enterprises”
Leonardo Becchetti
1.
Introduction
This article aims to demonstrate that the
dissemination of corporate "good practices" may be significantly
enhanced by the initiative of small “contagious” good firms that act
as “social market enterprises” (i.e. fair-traders, but also other
emeging social market enterprises such as microfinance
institutions, ethical banks, socially responsible corporations,
etc.). To explain the role of social market enterprises, this
article considers the paradigmatic example of fair-trade. Fair-trade
demonstrates that small organisations of importers,
which fix socially and environmental sustainability rules when
importing food and textile products from marginalised producers in
underdeveloped countries, are gaining the favour of an important
share of socially responsible consumers. In a way, they reveal to
bigger market players (i.e. multinational corporations) that
an important share of consumers is willing to pay for social and
environmental sustainability. Such corporate players start competing
with fair-traders by seeing that it is to their advantage to imitate
their behaviour partially. Fair-trade producers, therefore, reveal
themselves to be contagious good firms and contribute to making
Corporate Social Responsibility (CSR) a competitive factor in
contemporary product markets.
Generalising this approach, one may say that
fair-traders develop a new type of business, which we define as
social market enterprises (Borzaga et al. 2001). What characterises
social maket enterprises is that they overcome the traditional
dichotomy between the creation of economic value (with its likely
negative externalities) and re-disstributive or inclusive policies
aimed at correcting the distortions introduced when economic value
is created. A social market enterprise performs both activities, as
it is not merely a supplier of social services but also competes in
the market by creating economic value in a socially and
environmentally responsible way, since inclusion and social justice
are the goals of its economic activity.
Finally, this article demonstrates how the joint,
grass-roots action of "concerned" consumers and small contagious
firms (acting as social market enterprises) represents an
advancement within the tradition of Catholic Social Teaching (CST)
on several levels: i) it promotes a balanced idea of solidarity,
since it focuses on the responsibility of the consumer, from whom
not just a donation but is requested, but a chance to be included is
offered; ii) it promotes individual responsibility as it focuses on
individual lifestyles; iii) it can provide effective tools to
promote the basic principles of CST, such as subsidiarity and of the
priority of labour over capital, in the new framework of
globalisation. These specific characteristics have led, for the
first time in the history of CST, to a direct recognition, at the
level of principle, of the key role of this kind of action (see the
Compendium of the Social Doctrine of the Church, n.359).
2.
The international conditions that determine the rise of
social market enterprises
An important question is why small contagious
good firms are becoming a new and important feature today in market
economies. In our opinion, the res novae that have triggered
this transformation arise from the ICT revolution. These technical
developments have accelerated the integration of domestic markets
as well as the crisis of the old system of checks and balances which
was capable of reconciling economic prosperity with a socially
acceptable distribution of income.
The ICT revolution has been generated by an
astounding wave of technological innovation in the fields of
electronics and telecommunications (the pivotal one probably being
the progressive increase of the power of microprocessors) that has
led to a dramatic reduction in the cost and speed of transportation
for everything that is weightless (voice, music, data and images).
To give an example which may help us understand the extent of the
change (quoted by Jorgenson): in 1979, one needed approximately 800
dollars and seven hours to fly from Rome to New York. If flights had
undergone the same kind of reduction in prices and increase in speed
as that of the microprocessor, today we would be flying the same
distance in less than a second and for less than a penny. The ICT
revolution has had the effect of integrating both labour product and
financial markets all over the world, even though the speed and
costs of transportation of "heavy" production factors (such as
labour and material capital goods) have not abated in the same way.
Hence, even though integration of domestic markets did not start at
the beginning of the ICT revolution, since a progressive increase of
international trade and the reduction of tariffs was still underway,
the acceleration of integration after the ICT revolution has been
quite dramatic.
With rapidly growing global integration, the
old system of checks and balances fell to pieces. This occurred
because such a system was based on the bargaining power
of domestic institutions and domestic workers’ associations. Such
bargaining power was drastically weakened by globalisation, e.g.,
the new ability of corporations to move their legal and/or
productive centres very easily across country borders. We may look
at some concrete examples. In a globalised scenario, the possibility
of delocalising productive activities from countries in which labour
costs are lower inevitably weakens domestic trade unions. In this
new framework, any improvement of domestic workers’ social
conditions may have the paradoxical effect of fostering
delocalisation, thereby reducing domestic job opportunities. In the
same way, the capacity of domestic fiscal authorities to finance
welfare policies is constrained by fiscal competition, with
countries with lower corporate taxation being able to attract
coeteris paribus more foreign direct investment. In other words,
the new scenario has significantly increased the relative power of
multinational corporations with respect to domestic trade unions
and institutions. This has the effect that negative (environmental
and social) externalities, which may be generated by multinationals
in their profit maximising activities, may no longer be entirely
offset by domestic taxation and regulation.
The significant novelty in this globalised
framework is that the socioeconomic system has been able to generate
an endogenous defence against this imbalance, represented by the
increased awareness and concern of a minority of socially
responsible citizens. These citizens have promoted forms of
grass-roots activity, ranging from traditional advocacy groups to
innovative forms of “voting with their wallets”; what we call today
socially responsible consumption and investment. The rise of small
contagious firms played a fundamental role in giving visibility to
this grass-roots pressure. Only the existence and the positive
market shares of these types of firms, which sell products that incorporate
elements of social and environmental sustainability,
could reveal to the rest of the market the apparent paradox of
consumers and investors that were not behaving as the standardised
textbook representations said they should. Economic models predict
that individuals, solely driven by self-interest, should always look
for the lowest price (for a given quality standard) and for the
highest risk adjusted return of their financial portfolios.
Microfinance and socially responsible investors and fair-trade
product consumers, however, openly contradict the behaviour of
homo oecnoomicus. Small contagious firms have started offering
products in which a social value (such as promoting the inclusion of
the poor, or increasing the environmental and social sustainability
of the productive process) is associated with the possibility of a
higher price or a lower risk adjusted return. Surprisingly, they
have conquered market share, convincing consumers and investors, and
thereby revealing to bigger market players that economic choices are
not only driven by self-interest but also, as Sen has suggested in
his famous “rational fools” paper, by sympathy and commitment.
Together with these two noble motivations, social responsibility was
spurred also by the awareness that increased global interdependence
had transformed most local problems into global problems, the lack
of solution of which would harm everyone. To give some examples:
deforestation in distant countries may affect climate changes with
potential negative consequences also in our countries; in the same
way, the misery of a large part of the population in underdeveloped
countries, after the global integgration of domestic labour
markets, represents a significant threat to the protection of
workers’ rights in more industrialised countries. From this point of
view, globalisation may be seen as having a providential aspect in
making the old “equilibrium” unworkable, where social justice was
ensured only in some countries of the world. The "fence" erected to
defend social order in richer countries against the social chaos in
less developed countries has fallen, and it is now necessary to be
concerned about social protection in these distant countries if we
want to improve workers’ rights in our own. This is why social
responsibility is nowadays no longer a matter of altruism but, more
simply, a matter of enlightened and long term self-interest
against the short sighted self-interest that ignores the
consequences on our life of problems coming from distant countries.
So, what has happened after the entry of small
contagious firms into the market? Profit maximising corporations
have realised that incorporating social value into their products
or into their activities is useful in attracting new customers.
Since that realisation has become general, corporate social
responsibility has become an important part of their competitive
strategy.[1]
Small contagious firms, which became social market enterprises with
the help of concerned consumers, have succeeded in transforming
solidarity, inclusion and social justice, values which were absent
from the phase of the creation of economic value and were operative
only in a succeeding step through redistributive welfare policies,
into competitive factors.
3.
Concrete examples of small contagious good firms: the case
of fair-trade
On October 7th, 2000, the BBC announced, “Nestlé
has launched a fair-trade instant coffee as it looks to tap into
growing demand among consumers.” In response to this announcement,
the BBC commented that "ethical shopping is an increasing trend in
the UK, as consumers pay more to ensure poor farmers get a better
deal.” It quoted Fiona Kendrick, Nestlé's UK Head of Beverages, who
stated, “specifically in terms of coffee, fair-trade is 3% of the
instant market and has been growing at good double-digit growth and
continues to grow”. This bit of news tells us that the recent
experience of fair-trade initiatives seems to demonstrate how small
good firms may be contagious in terms of CSR and affect the
behaviour of even large multinationals like Nestlé.
3.1 Why fair-trade importers are small contagious
good firms and social market enterprises
Recent empirical evidence seems to confirm our
assumption of an increasing awareness on the part of public opinion
toward social responsibility in general and, more specifically,
toward the preservation of the environment and the fight against
poverty in less developed countries.[2]
One of the most interesting pieces of evidence in
this regard is the concluding result of a question in the World
Value Survey on the willingness to pay to preserve the environment.
The survey shows that around 17 percent of respondents would
strongly agree (and around 48 would agree) to an increase in taxes
if the latter were to be used to prevent environmental damage (Table
1). Even after taking into account the inevitable interview bias
typical of these kinds of analyses, Auci et al. (2006) show that
such willingness to pay exists, that it is significant, and that it
is mainly related to variables such as age, education, religious
practice, proxies for civic values (tax morale, sense of belonging
to a wider community) and the quality of national institutions. This
increase of awareness has generated a series of grass-roots welfare
initiatives that focus on socially responsible (or socially
concerned) saving and consumption. One of them is built up by zero
profit importers, distributors and retailers (called fair-traders)[3]
dealing in food and artisan products that have been partially
or wholly manufactured by poor rural communities in developing
countries. To be labelled as such, fair-trade products need to
respect a series of social and environmental criteria as follows:
i) A “fair price”, which is fixed as a
countercyclical mark-up on market price (in the example of coffee
and cocoa in the last two decades, it tended to be around 100
percent higher when market prices were low and it maintained a 10
percent margin when market prices were at their peak). This
criterion does not necessarily represent a violation of market
principles for two reasons. First, buyers of primary products are
usually highly concentrated and exploit their market power to
conclude transactions at prices that are far below the value of
primary producers’ marginal product.[4]
Second, fair-trade products (like “green” products) can be more
properly considered as a kind of contingent good, that is, a bundle
of traditional characteristics and socially responsible (SR)
features, and therefore cannot be compared with standard non-SR
products. From this point of view, the introduction of fair-trade
(FT) products may be seen both as an efficient antitrust action and
as a reduction of market incompleteness, increasing the welfare of
consumers with social preferences (or inequity aversion) who did not
have the opportunity of buying such products before.[5]
ii) Availability of anticipated financing for
primary product producers. This allows them to break the monopoly of
local moneylenders. Such types of intervention may reduce the impact
of credit rationing that can severely affect small uncollateralised
producers.
iii) Price stabilisation mechanisms that
insulate risk adverse primary product producers from the high
volatility of commodity prices.
iv) Destination of part of the price surplus to
the improvement of working conditions and to the removal of factors
leading to child labour, not through a ban on products incorporating
child labour but through monetary integration into their low
household income.[6]
v) Preferential inclusion in the fair-trade
distribution chain of projects reinvesting part of the surplus
arising from their fair price in the provision of local public goods
(health, education, job training).
vi) Attention to the environmental
sustainability of productive processes.
vii) Transparency regarding how the
price is determined in the different transactions occurring along
the value chain.
viii) Creation of long-term relationships between importers and
producers, as well as provision of “business angel” and export
services to the latter (i.e., information about consumers’ tastes in
foreign markets, non-tariff trade barriers, import regulations,
etc.), which are essential for building up producer capacity and
technological skills that may eventually evolve toward changes in
productive activities. Fair-trade may be conceived as a temporary income-support and
inclusion mechanism aimed at promoting the transition to
higher-return activities (Leclair 2002).
An overall evaluation of the eight FT criteria,
and of their indirect effects on socially responsible reproduction
suggests that FT is superior to pure donation schemes.[7]
In 2003, the European Fair-trade Labelling Organisation (FLO)
certified 315 organisations representing almost 500 first level
producer structures, and around 1,500,000 families of farmers and
workers from 40 countries (Moore 2004). FT products were sold by
2,700 dedicated outlets (called world shops) and by 43,000
supermarkets across Europe (7,000 in the US). FT products have
achieved significant market shares in specific segments such as the
banana market in Switzerland (49%), the roast and ground coffee
market in the UK (12%), and the tea market in Germany (7%) (Moore,
2004, EFTA, 2005).
4.Why is the small good firm contagious?
A final “hidden” but fundamental effect of FT is
its capacity to trigger imitation in social responsibility from
traditional producers. Becchetti and Solferino (2004) demonstrate that the entry
of a FT producer triggers SR imitation in the incumbent under
reasonable parametric conditions on consumers’ social preferences,
in static and dynamic horizontal differentiation duopolies in which
competition is played on prices and social responsibility. SR
imitation from the non-SR incumbent is only partial, but higher in
dynamic frameworks in which the incumbent’s goal is that of reducing
the formation of socially responsible consumer habits (Becchetti-Solferino,
2004). Consistent with predictions on the indirect effects of FT in
the literature, a wide range of imitation strategies enacted by
traditional producers accompanies the diffusion of forms of socially
responsible consumption, such as fair-trade. Many more companies[8]
have starting advertising not only price and quality, but
also their socially responsible actions.[9]
Social labelling and corporate responsibility are gradually
becoming important competitive features in real and financial
markets.
5. A reading of small contagious firms in the
light of CST and the principle of sustainable happiness
In this final section we aim to show how the rise
of small contagious firms, which we also define as social market
enterprises, represents an innovative and promising approach that
tackles the challenge of successfully pursuing social justice and
incarnating the principles of Catholic Social Teaching in our
globalised world. More specifically, we will argue that the
grass-roots pressure of social responsibility and of social market
enterprises actualise the principles of the primacy of labour over
capital and of subsidiarity, successfully responding to the social
and environmental imbalances of our globalised era. Considerations
developed in this section will lead us to conclude that the
economics of social responsibility represents the new frontier of
CST as an effective and new tool to pursue the goal of the common
good.
We start by referring to the most significant
documents of CST, which, in our opinion, lay down the premises for
the current development of the economics of social responsibility.
We will finish with a quotation from the recently issued
Compendium in which this cultural path reaches a fundamental
achievement when the principle of socially responsible consumption
is explicitly mentioned.
6.1 Primacy of labour over capital
One of the main problems of the current economic
culture is the neglect of the primacy of labour over capital. This
inversion in the scale of values is the result of the fall of the
old system of checks and balances that existed before globalisation
(see section 2), overlooking the simple fact that one input (labour)
is made by human beings, with their intrinsic dignity and with
aspirations and desires to be fulfilled. Inanimate objects or
financial instruments, according to John Paul II's Laborem
Exercens 7-15, represent a secondary input (capital).
It is obviously necessary to avoid being idealistic and impractical,
recognising the constraints and the requirements of the economic
system that necessarily call for effort and sacrifice on the part of
workers. This has to be consistent with what CST defines as the
“objective dimension” of labour (sacrifice that may be offered to
God, through which we realise our sacerdotal dimension and
participate in Christ’s sacrifice on the Cross). On the other hand,
the objective dimension cannot completely override the “subjective
dimension”, for labour is an activity through which the human person
realises him or herself, using and developing his or her creativity
and initiative, and participating in God's “continuous creation”.
The balance between the objective and subjective dimensions of labour in developed countries is threatened by
the opportunity of firms to delocalise their production to
countries with low or non-existing labour protection. While it is
reasonable to assume that labour standards must be adapted to
local situations and to the cost of living, and that delocalisation
is increasing job opportunities and demand for labour in developing
countries, the information we have received from these countries
indicates that cases of abuse are frequent. What is even worse is
that the financial press does not even ask itself or try to find
out, when commenting on the positive performance of multinational
corporations, whether higher returns on capital have been achieved
in a way that is consistent with respecting human
rights and labour dignity.
CST has always been aware of the intrinsic risk
in the market economy of violating the principle of the primacy of
labour over capital. We find explicit mention of this point in
Laborem Exercens: This principle directly concerns the
process of production: in this process, labour is always a primary
efficient cause, while capital, the whole collection of the means of
production, remains a mere instrument or instrumental cause… (LE
12). Property is acquired first of all through work in order that
it may serve work. This concerns in a special way ownership of the
means of production. Isolating these means as a separate property in
order to set it up in the form of "capital" in opposition to
"labour"—and even to practice exploitation of labour— is contrary to
the very nature of these means and their possession. They cannot be
possessed against labour, they cannot even be possessed for
possession's sake, because the only legitimate title to their
possession —whether in the form of private ownership or in the form
of public or collective ownership — is that they should serve labour
(LE 14).
As explained in previous sections, the contagious
small good companies have developed an effective tool for promoting
labour dignity beyond traditional pure advocacy initiatives. By
selling products incorporating higher levels of respect for labour
dignity on the open market, they have allowed consumers to vote with
their wallets for producer rights, triggering imitative initiatives
on the part of other market competitors.
Our analysis of fair-trade as an example of a social market
enterprise clearly shows how socially responsible consumption may be
successful in restoring to labour its primacy over capital. It does
this by allowing concerned consumers to express their vote for the
improvement of working conditions for
marginalised producers, thus creating an indirect incentive towards
the improvement of working standards in that area. The importance of
the fair-trade initiative is that it is perfectly aware of the
complexity of the North-South relationship: the promotion of the
primacy of labour is not pursued with a protectionist initiative
that defends the rights of our workers at the expense of workers in
the South. The fundamental idea is that the gap between the workers’
conditions in the North and South must be bridged by voting for the
rapid improvement of working conditions in the South.
6.2 Subsidiarity
One of the most original and striking principles
of CST is that of subsidiarity. The principle is well described in
Quadragesimo Anno: The supreme authority of the State
ought, therefore, to let subordinate groups handle matters and
concerns of lesser importance, which would otherwise dissipate its
efforts greatly. Thereby the State will more freely, powerfully, and
effectively do all those things that belong to it alone because it
alone can do them: directing, watching, urging, restraining, as
occasion requires and necessity demands. Therefore, those in power
should be sure that the more perfectly a graduated order is kept
among the various associations, in observance of the principle of
"subsidiary function," the stronger social authority and
effectiveness will be and the happier and more prosperous the condition of
the State (QA 80).
This principle has a profound logic, since the
quality of social services (that is, those strictly related to the
care of our neighbours and to the production of what we may call
"relational goods") is significantly and positively affected by the
proximity between provider and consumers and to the intrinsic
motivation of the former. It is therefore quite likely that small
vocational associations within civil society will perform this task
much better than large anonymous and bureaucratic government
entities. The principle of subsidiarity is also an important support
for ailing government budgets, since delegation of some social
services to a more efficient local or volunteer organisation may
significantly reduce government expenditures (even though, as it is
well known, there is a strong risk that the government will abuse
this possibility by allocating insufficient resources to the
association in charge). A simple example of this is the creation of
a guarantee fund for loans to non-profit organisations financed by
socially responsible investors and not by the government.
It should be clear from previous sections that
socially responsible consumption and the activity of social market
enterprises are a significant example of subsidiarity, where
inclusion and social justice are effectively promoted by replacing
state intervention with an effective action on the part of
non-governmental organisations. With fair-trade, support for
inclusion of marginalised producers, incorporated in the price paid
for the product, creates a direct relationship between consumers and
producers via FT importers, one that is more direct compared to the
complex chain which links tax- payers to government (or strategic)
aid and, finally, to marginalised producers.
6.4 Increased interdependence of domestic labour
markets
Another interesting relationship between CST and
contagious small good firms (fair-traders) is the awareness that the
increased interdependence of domestic labour markets in different
countries is changing the scenario and requires a revision of the
strategy followed so far to pursue social justice. It is remarkable
to find in the documents of CST the recognition of this change.
Sollicitudo Rei Socialis states: Recognition that the "social
question" has assumed a worldwide dimension does not at all mean
that it has lost its incisiveness or its national and local
importance. On the contrary, it means that the problems in
industrial enterprises or in the workers' and union movements of a
particular country or region are not to be considered as isolated
cases with no connection. On the contrary they depend more and more
on the influence of factors beyond regional boundaries and national
frontiers (SRS 9), and again, in fact, if the social
question has acquired a worldwide dimension, this is because the
demand for justice can only be satisfied on that level (SRS
10) or, finally, at the same time, in a world divided and beset
by every type of conflict, the conviction is growing of a radical
interdependence and consequently of the need for a solidarity which
will take up interdependence and transfer it to the moral plane.
Today perhaps more than in the past, people are realising that they
are linked together by a common destiny, which is to be constructed
together, if catastrophe for all is to be avoided (SRS
26).
With socially responsible consumption, consumers
in developed countries may act as “complementary trade unionists”
for workers in their countries by voting for products that
incorporate higher welfare for workers in the South, thereby
actively promoting a virtuous upward re-equilibrium of workers’
conditions.
6.5 Weakness of international trade rules in
promoting the dignity of primary product producers in developing
countries
The action of fair-traders aims to correct the
imbalances in bargaining power between primary product producers and
intermediaries along international value chains. The awareness
that this imbalance exists is quite clear in CST if we make
reference to Sollicitudo Rei Socialis (43):
The motivating concern for the poor - who are, in
the very meaningful term, "the Lord's poor"- must be translated at
all levels into concrete actions, until it decisively attains a
series of necessary reforms. This will show what reforms are most
urgent and how they can be achieved. However, those demanded by the
situation of international imbalance, as already described, must not
be forgotten. In this respect I
wish to mention specifically: the reform of the international trade
system, which is mortgaged to protectionism and increasing
bilateralism; the reform of the world monetary and financial system,
today recognised as inadequate; the question of technological
exchanges and their proper use; the need for a review of the
structure of the existing International Organisations, in the
framework of an international juridical order.
The international trade system today frequently
discriminates against the products of the young industries of the
developing countries and discourages the producers of raw materials.
There exists, too, a kind of international division of labour,
whereby the low-cost products of certain countries which lack
effective labour laws or which are too weak to apply them are sold
in other parts of the world at considerable profit for the companies
engaged in this form of production, which knows no frontiers.
6.6 The role of socially responsible consumption in
promoting social justice
Only in its most recent documents has CST,
and the reflection of the Church as a whole, put together all
these different strands and, in the light of the res novae
represented by the deeply transformed globalised socioeconomic
scenario, officially acknowledged the importance and role of socially
responsible consumption. On this point we read in the Compendium
n. 359:
Purchasing power must be used in the context of the
moral demands of justice and solidarity, and in that of precise social
responsibilities. One must never forget "the duty of charity… that
is, the duty to give from one's 'abundance,' and sometimes even out of
one's needs, in order to provide what is essential for the life of a
poor person." This responsibility gives to consumers the possibility,
thanks to the wider circulation of information, of direct-ing the
behaviour of producers, through preferences - individual and
collective- given to the products of certain companies than to those
of others, taking into account not only the price and quality of what
is being purchased but also the presence of correct working conditions
in the company as well as the level of protection of the natural
environment in which it operates.
Such a clear enunciation of the principles and of
the potential of socially responsible consumption is the fulfilment of
an intuition that was already envisaged by Centesimus Annus (58),
which correctly and prophetically argues: It is not merely a matter
of "giving from one's surplus", but of helping entire peoples which
are presently excluded or marginalised to enter into the sphere of
economic and human development. For this to happen, it is not enough
to draw on the surplus goods which in fact our world abundantly
produces; it requires above all a change of life-styles, of models of
production and consumption, and of the established structures of power
which today govern societies. Nor is it a matter of eliminating
instruments of social organisation, which have proved useful, but
rather of orienting them according to an adequate notion of the common
good in relation to the whole human family.
Summarising our analysis of all these implicit and
explicit links between CST and the new phenomenon of social market
enterprises, we may conclude that the economics of social
responsibility is a new promising frontier for CST and an important
tool for transforming the earthly city, in the perspective of
recapitulation, by dealing with human things in order to orientate
them toward God (Lumen Gentium 31).
Conclusions
The end of the old system of checks and balances,
which guaranteed the coexistence of economic development and social
cohesion in a pre-globalised era, gave rise to a deep transformation
of our socioeconomic system. The global integration of labour, product
and financial markets weakened the bargaining power of national institutions and domestic trade unions creating an excess power
in the hands of large multinationals. The result has been an
imbalance in the ranking of values (too much emphasis on "accidental"
elements in human life, such as shareholder wealth and consumer
satisfaction, with the subordination of more "substantial" elements,
such as job satisfaction and the quality of relational and spiritual
life) produced by the new economic culture, which is strikingly at
odds with the pursuit of the common good as envisaged by CST.
The res novae of our times nonetheless
witness a promising endogenous reaction to these new threats to social
justice on the part of the socioeconomic system. A minority of
concerned individuals have started creating small contagious good
firms, which we define as social market enterprises. These
firms are in the market and create economic value, even though their
distinguishing feature is their replacement of the goal of profit
maximisation with that of the direct promotion of social justice and
inclusion within the constraint of economic sustainability. This goal
is pursued not by just giving values to the market but by "giving a
market to values."
In essence, what social market enterprises do is
sell on the market new innovative products that incorporate values of
social and environmental sustainability. With the support of concerned
consumers and investors, social market enterprises have gained small
but significant and growing market shares in recent years. This has
triggered imitative strategies on the part of profit maximising
producers that have started competing with them in order to attract
the emerging share of socially responsible consumers and investors.
Therefore, social market enterprises deserve in large part the merit
of having transformed inclusion, solidarity, and social justice, from
being peripheral principles that ruled over the phase of distribution
only, without affecting the crucial moment of production, into new
competitive factors on which competing firms play to survive and
prosper in the market.
In this new scenario in which social market
enterprises and profit maximising imitators compete with regard to
corporate social responsibility, what appears crucial is the quality
of information and the capacity of these competitors to signal their
truthful engagement in social responsibility to the general public.
The future will tell us how the economics of social responsibility
will evolve.
What seems
clear is that social market enterprises are a new and interesting
model of a good company: for their capacity to understand the
functioning of the globalised economic system and the concrete ways in
which it may be made more consistent with the goals of the common
good, and for their effectiveness in incarnating principles of CST by
putting social responsibility at the centre of the economic arena
Table 1.
Willingness to pay for the environment: descriptive evidence at the
world level
|
I would give part
of my income if I were certain that the money would be
used to prevent environmental pollution (in WVS 2001) |
|
|
|
Strongly disagree |
Disagree |
Agree |
Strongly agree |
N. of obs |
|
|
|
|
World |
21,303 |
55,831 |
83,377 |
30,699 |
191,210 |
|
|
|
(11.14%) |
(29.20%) |
(43.60%) |
(16.06%) |
(100%) |
|
|
High income OECD
countries |
9,497 |
21,367 |
31,688 |
9,622 |
72,174 |
|
|
|
(13.16%) |
(29.60%) |
(43.91%) |
(13.33%) |
(37.74%) |
|
|
Non high income
OECD countries |
11,806 |
34,464 |
51,689 |
21,077 |
119,036 |
|
|
|
(38.87%) |
(28.95%) |
(43.42%) |
(17.71%) |
(62.26%) |
|
|
I would agree to
an increase in taxes if the extra money were used to
prevent environmental damage (in WVSs 1990–1993 and 1995-1997),
I would agree to an increase in taxes if the extra money
were used to prevent environmental pollution (in WVS 2001) |
|
|
|
Strongly disagree |
Disagree |
Agree |
Strongly agree |
N. of obs |
|
|
|
|
World |
7,130 |
17,399 |
33,504 |
12,295 |
70,328 |
|
|
|
(10.14%) |
(24.74%) |
(47.64%) |
(17.48%) |
(100%) |
|
|
High income OECD
countries |
3,486 |
6,968 |
12,053 |
3,544 |
26,051 |
|
|
|
(13.38%) |
(26.75%) |
(46.27%) |
(13.60%) |
(37.04%) |
|
|
Non high income
OECD countries |
3,644 |
10,431 |
21,451 |
8,751 |
44,277 |
|
|
|
(8.23%) |
(23.56%) |
(48.45%) |
(19.76%) |
(62.96%) |
|
|
|
|
|
|
|
|
|
High income OECD countries: Australia, Austria,
Belgium, Canada, Denmark, Finland, France, Germany, Greece, Iceland,
Ireland, Italy, Japan, Luxembourg, Netherlands, New Zealand, Norway,
Portugal, Spain, Sweden, Switzerland, United Kingdom, United States
of America.
Non-high income OECD countries: Albania, Algeria, Azerbaijan,
Argentina, Armenia, Bangladesh, Bosnia Herzegovina, Brazil,
Bulgaria, Belarus, Chile, China, Taiwan, Colombia, Croatia, Czech
Republic, Dominican Republic, Egypt, El Salvador, Estonia, Georgia,
Hungary, India, Indonesia, Iran, Israel, Jordan, Korea, Latvia,
Lithuania, Macedonia, Malta, Mexico, Moldova, Montenegro, Morocco,
Nigeria, North Ireland, Pakistan, Peru, Philippines, Poland, Puerto
Rico, Romania, Russian Federation, Serbia, Singapore, Slovakia,
Slovenia, South Africa, Tanzania, Turkey, Zimbabwe, Uganda, Ukraine,
Uruguay, Venezuela, Viet Nam, Zimbabwe.
Source: Auci S., Becchetti L., Rando L., 2006, Testing crucial model
assumptions: the income/willingness to pay for the environment
nexus in the Environmental Kutznetz Curve, CEIS Working Paper forth.
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Notes:
[1]
See Becchetti-Rosati 2006 and Becchetti, Di Giacomo, Pinnacchio
2006.
[2]
In a recent survey the "2003 Corporate Social Responsibility
Monitor" finds that the amount of consumers in Europe looking
at social responsibility in their choices jumped from 36 percent
in 1999 to 62 percent in 2001. In addition, more than one in five
consumers reported having either rewarded or punished companies
based on their perceived social performance and more than a
quarter of share-owning Americans took into account ethical
considerations when buying and selling stocks. The Social
Investment Forum reports that in the US in 1999, there were more
than $2 trillion worth of assets invested in portfolios that used
screens linked to the environment and social responsibility.
[3]
The definition of a fair-trade considered in this paper is quite
different from the traditional meaning of "fair-trade" used in the
field of industrial organisation. From the 1930s onward (although
there are antecedents going back to 1900), in both the US and the
UK, the term "fair-trade" refers to schemes that industry trade
associations used to regulate competition among members, usually
by requiring that prices be posted in advance and that no
transactions take place except at posted prices. During the Great
Depression in the U.S., such schemes were part of the National
Recovery Act. In the more recent literature "fair-trade" indicates
"arguments that relate to certain conditions under which trade,
and the production of traded goods, should minimally take place" (Maseland
and Vaal, 2002). In this framework fair-trade generally refers to
the absence of duties, controls and dumping practices in
international trade (for a similar use of the term see also
Mendoza and Bahadur, 2002; Bhagwati, 1996; Stiglitz, 2002;
Suranovic, 2002).The fair-trade products we refer to in this paper
are, on the contrary, food and artisan products that obtain the
fair-trade label since their production process follow some
criteria for social and environmental sustainability, established
by the movement of fair-trade importers and retailers (Moore,
2004).
[4]
Support for the existence of monopsonistic labour markets for
unskilled workers, not just in LDCs but also in developed
countries, is provided by several authors (Manning, 2003; Card and
Krueger, 2000). Manning (2003) argues that it is not necessary to
think of the mining or mill town in the early days of the
Industrial Revolution to conceive the existence of monopsony or of
thin labour markets. Labour markets may be thin not just in
presence of a single employer, but also when employers are few and
collude, or in the presence of geographical distance and labour
differentiation. The first two cases may well apply to producers
in LDCs countries. Evidence of employers’ excess market power in
LDCs countries is provided by several empirical papers (El Hamidi
and Terrell, 2001; Camargo, 1984; Gonzaga et al., 1999; Carneiro,
2002; Lemos, 2004).
[5]
For the theoretical debate on the role and impact of fair-trade at
micro and aggregate levels see also Becchetti and Solferino
(2004), Hayes (2004) and Leclair (2002).
[6]
The child labour literature clearly evidences that the most
effective strategy to reduce child labour is to raise poor
household income. Several empirical studies demonstrate that when
household income passes a given threshold, it triggers the
decision to send children to school (luxury axiom) (Basu, 1999;
Basu and Van, 1998).
[7]
Intuitively, there are at least five reasons for such superiority:
i) only fair-trade purchases transform solidarity into a
competitive factor and generate positive indirect effects on
social responsibility of traditional producers (Becchetti and
Solferino 2004); ii) fair-trade channels provide learning through
export, price stabilissation services and promote inclusion of
unskilled, but potentially productive workers (producers) in
international labour (product) markets; iii) charity does not
necessarily reward productive people; iv) fair-trade, differently
from charity, provides a minimum wage measure needed to solve
market failures in case of monopsonistic labour markets (or may
reduce intermediation rents in the local transportation market);
v) fair-trade contributes with anticipated financing to reduce
uncollateralized producers’ credit constraints together with their
dependence from monopolistic local moneylenders; vi) the FT
grass-root mechanism may be more efficient than government
subsidies in targeting the poor; vii) joining consumption and social
transfer reduces transaction costs of aid to the poor with respect
to the traditional tax financed government aid scheme. More
specifically, points iv) and v) show how FT may improve market
competitiveness (in credit and labour markets), while charity does
not.
[8]
On 2003 one of the world's biggest players in the coffee market,
the US consumer good company Procter & Gamble, announced it would
begin offering fair-trade certified coffee through one of its
specialty brands. Following Procter & Gamble's decision to start
selling a fair-trade coffee, also Kraft Foods, another coffee
giant, committed itself to purchasing sustainable grown coffee.
Furthermore, Kraft will buy 5m pounds of Rainforest Alliance
certified coffee in the first year, according to an agreement
between Kraft Foods and the Rainforest Alliance (EFTA Advocacy
Newsletter n° 9). In Italy, the fair-trade certification brand
TransFair Italy certifies specific fair-trade products sold by
consumers good distribution companies and multinationals such as
Coop, Carrefour, Sma, Pam, Gs, Conad. See http:// www.macfrut.com/ita/conv_2003/relazioni/
162benvenuti_f2.pdf).
[9]
Corporate perception by consumers (90 percent of respondents) is
by far the most selected item (against ethical values of managers,
tax incentives and relationship with stakeholders) when a sample
of interviewed socially responsible companies is asked about
reasons for their socially responsible behaviour in the "2003
Corporate Social Responsibility Monitor” (downloadable at
http://www.bsdglobal.com/issues/ sr.asp).
This finding is consistent with our hypothesis that ethical
imitation is today a relevant competitive feature in product
markets.
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