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Évaluer les capacités transformationnelles du commerce équitable. Le cas du territoire de l’arganier

Abstract : Communication on the impact of fair trade is of prime interest for its development. In line with researches on fair trade’s capacities to transform socio-economic relationships in the long term, this article aims to compare its impact at the level of producer organizations with the level of the territory where they operate.The research carried out on the argan tree territory in Morocco stresses an evolution of the studied cooperatives. They become aware of becoming stakeholders in regional planning in a logic of sustainable development, beyond the short-term economic interest, which was initially their trigger. This awareness contrasts with the conception of the limited role played by fair trade in the sustainable transformation of socio-economic relations on the territory scale put up by the key players of the network of public institutions and representatives of producers created by the Moroccan government for the argan sector’s development. Beyond the initial project of evaluating the local effects of fair trade and its capacity to transform socio-economic relationships in the long term in the perspective of communicating with consumers, this research highlights a plurality of communication issues upstream of the sector, on a territorial scale.
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Lahcen Benbihi, Anne Marchais-Roubelat, Khalid Bourma. Évaluer les capacités transformationnelles du commerce équitable. Le cas du territoire de l’arganier. Revue COSSI : communication, organisation, société du savoir et information, Groupe de recherche international en information, communication et documentation durables, 2019, Durabilité et transformation des organisations : paradoxes et perspectives. ⟨halshs-02514174⟩



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