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Ethical Consumption: Revolution from Within?

In: Is Fairtrade Fair?

Author

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  • Elisabeth Valiente-Riedl

    (University of Sydney)

Abstract

The limitation of the Fairtrade market — which ironically is an effort at mainstreaming — has clearly shown the importance for change in the conventional commercial market. The ‘fairness’ of ethical initiatives like Fairtrade might appear limited when measured by levels of producer participation. Therefore its capacity to transform global trade relations is compromised, raising a key concern with Fairtrade. Rather than impacting on the behaviour of participating consumers and businesses, does Fairtrade merely invite both to do their part and ease their guilt in a very limited way, without addressing or challenging the persistent problems in conventional trade rules? Conversely, do trends in Fairtrade consumption and that of other ethical initiatives suggest a broader capacity to transform the global trade regime? In turn, is this evidenced in the behaviour of corporate actors participating in Fairtrade, who by the logic of the market, should be guided by consumer preferences?

Suggested Citation

  • Elisabeth Valiente-Riedl, 2013. "Ethical Consumption: Revolution from Within?," Palgrave Macmillan Books, in: Is Fairtrade Fair?, chapter 8, pages 125-140, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-28451-8_8
    DOI: 10.1057/9781137284518_8
    as

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