Identifying fair trade in consumption choice

Although increased consumer concern for ethical issues has been recognised in research, this has tended to explore such concerns in isolation, neglecting to consider the often complex interaction between ethical issues in consumer decision-making. Such interrelationships are important to the study of fair trade in terms of providing a richer understanding of market potential and development in strategic decision-making. The present paper, therefore, seeks to explore fair trade within the context of other discursive narratives such as green consuming, ethical consuming, and voluntary simplicity and the strategic marketing implications for fair trade organisations.