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Fair Trade: Dynamic and Dilemmas of a Market Oriented Global Social Movement

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  • John Wilkinson

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    Abstract

    Fair Trade is analysed as a new economic social movement to the extent that it is based on new forms of collective action and directs its demands primarily to the market rather than to the State. In addition, it is intrinsically a global movement harnessing development goals to new market relations. It differs, however, from similar movements (organics, animal welfare) to the extent that it focuses primarily on traditional issues of redistributive justice rather than a new generation of rights and duties. Fair Trade is understood as having three components: (i) the organization of alternative trading networks; (ii) the marketing of Fair Trade labelled products through licensed conventional traders and retailers; and (iii) the campaign-based promotion of Fair Trade to change both purchasing practices and the rules of conventional trade. As a market oriented movement, Fair Trade relies crucially on the emergence of a new politicization of consumer activity comprising not only “consumer-activists” but also the State as consumer and a new layer of political consumers sensitive to issues of social justice in their daily purchasing practices. Copyright Springer Science+Business Media, LLC 2007

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    Bibliographic Info

    Article provided by Springer in its journal Journal of Consumer Policy.

    Volume (Year): 30 (2007)
    Issue (Month): 3 (September)
    Pages: 219-239

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    Handle: RePEc:kap:jcopol:v:30:y:2007:i:3:p:219-239

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    Web page: http://www.springerlink.com/link.asp?id=100283

    Related research

    Keywords: Fair Trade; New economic social movement; Consumer-oriented social movement; Social justice through markets; Southern Fair Trade;

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    1. Sally Smith & Stephanie Barrientos, 2005. "Fair trade and ethical trade: are there moves towards convergence?," Sustainable Development, John Wiley & Sons, Ltd., vol. 13(3), pages 190-198.
    2. Redfern, Andy & Snedker, Paul, 2002. "Creating market opportunities for small enterprises : experiences of the fair trade movement," ILO Working Papers 357069, International Labour Organization.
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    Cited by:
    1. Jess Bonnan-White & Andrea Hightower & Ameena Issa, 2013. "Of couscous and occupation: a case study of women’s motivations to join and participate in Palestinian fair trade cooperatives," Agriculture and Human Values, Springer, vol. 30(3), pages 337-350, September.
    2. Iain Davies & Bob Doherty & Simon Knox, 2010. "The Rise and Stall of a Fair Trade Pioneer: The Cafédirect Story," Journal of Business Ethics, Springer, vol. 92(1), pages 127-147, March.
    3. Schollenberg, Linda, 2011. "So how much do you pay for ethical consumption? Estimating the hedonic price for Fair Trade coffee in Sweden," HUI Working Papers 31, HUI Research.
    4. Rommel Salvador & Altaf Merchant & Elizabeth Alexander, 2014. "Faith and Fair Trade: The Moderating Role of Contextual Religious Salience," Journal of Business Ethics, Springer, vol. 121(3), pages 353-371, May.
    5. Benjamin Huybrechts, 2010. "Fair Trade Organizations in Belgium: Unity in Diversity?," Journal of Business Ethics, Springer, vol. 92(2), pages 217-240, April.
    6. Eeva L. Laine & Matias Laine, 2009. "Finnish World Shops at a crossroads in the commercialized fair trade market," Sustainable Development, John Wiley & Sons, Ltd., vol. 17(5), pages 274-283.
    7. Iain Davies, 2009. "Alliances and Networks: Creating Success in the UK Fair Trade Market," Journal of Business Ethics, Springer, vol. 86(1), pages 109-126, April.
    8. Stefan Hoffmann & Katharina Hutter, 2012. "Carrotmob as a New Form of Ethical Consumption. The Nature of the Concept and Avenues for Future Research," Journal of Consumer Policy, Springer, vol. 35(2), pages 215-236, June.
    9. John Cranfield & Spencer Henson & James Northey & Oliver Masakure, 2010. "An assessment of consumer preference for fair trade coffee in Toronto and Vancouver," Agribusiness, John Wiley & Sons, Ltd., vol. 26(2), pages 307-325.
    10. Eleanor Fisher, 2009. "Introduction: The policy trajectory of fair trade," Journal of International Development, John Wiley & Sons, Ltd., vol. 21(7), pages 985-1003.
    11. Lance Bennett, 2012. "Grounding the European Public Sphere - Looking Beyond the Mass Media to Digitally Mediated Issue Publics," KFG Working Papers p0043, Free University Berlin.
    12. Carsten Gandenberger & Heiko Garrelts & Diana Wehlau, 2011. "Assessing the Effects of Certification Networks on Sustainable Production and Consumption: The Cases of FLO and FSC," Journal of Consumer Policy, Springer, vol. 34(1), pages 107-126, March.

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