Fair trade and consumer social responsibility

Abstract

Purpose The purpose of this paper is to examine the historical position of the ethical consumer as a driver of change within the Fair Trade movement. Fair Trade was originally envisaged as a model of South-North trade; however, with Fair Trade labels now available to consumers in India, Brazil, South Africa and Kenya, the geographies of production and consumption appear increasingly fluid and dynamic. Design/methodology/approach Using a historical comparative case study approach this paper draws on the records and archives from eight leading Fair Trade organisations based in the UK. Findings The paper develops an exploratory framework based on an assessment of Fair Trade’s theory(ies) of change and the role of the ethical consumer as an agent of change. Four consumer narratives are identified: simpler living and moral action; co-operation and solidarity; consumer demand and choice; and citizen-consumers. The paper concludes by considering the implications for globalising the concept of the “citizen-consumer” and the (re)politicisation of Fair Trade consumption. Research limitations/implications Primary data collection was mainly based on UK organisations. Additional comparative studies could develop an understanding of the context and geographies of Fair Trade practices. Practical implications New and emerging Fair Trade markets may offer valuable areas of further study. Social implications Increased understanding of the drivers of social change may lead to improved decision-making by Fair Trade organisations and policy-makers. Originality/value The paper contributes to the development and understanding of Fair Trade’s theory of change model by offering an historical dimension that is absent from the majority of existing studies.