The mainstreaming of Fair Trade: a macromarketing perspective

Moore, G.; Gibbon, J.; Slack, R.

doi:10.1080/09652540600947961

The mainstreaming of Fair Trade: a macromarketing perspective

Moore, G.; Gibbon, J.; Slack, R.

Authors

Professor Geoff Moore geoff.moore@durham.ac.uk
Lecturer/Senior Lecturer

J. Gibbon

Professor Richard Slack richard.slack@durham.ac.uk
Professor

Abstract

Following a brief review of the development and underlying purposes of the Fair Trade movement, the paper introduces perhaps the key issue for the UK Fair Trade movement currently: the mainstreaming of Fair Trade food products. The macromarketing literature, with its focus on sustainable consumption, ecocentrism and a consequent need to change the dominant social paradigm, is used as a framework for analysing the findings of an empirical study of this mainstreaming process involving interviews with and case study material from both Fair Trade organisations and the major supermarkets which have engaged with Fair Trade. The key question that the paper addresses is whether Fair Trade, particularly as it enters mainstream markets, provides an exemplar, from within the existing dominant social paradigm, of the kinds of actions that the macromarketing literature suggests are necessary to enable sustainable consumption. Implications for both the Fair Trade movement and for macromarketing are drawn out.

Citation

Moore, G., Gibbon, J., & Slack, R. (2006). The mainstreaming of Fair Trade: a macromarketing perspective. Journal of Strategic Marketing, 14(4), 329-352. https://doi.org/10.1080/09652540600947961

Journal Article Type	Article
Publication Date	Dec 1, 2006
Deposit Date	Aug 27, 2008
Publicly Available Date	Aug 27, 2008
Journal	Journal of Strategic Marketing
Print ISSN	0965-254X
Electronic ISSN	1466-4488
Publisher	Taylor and Francis Group
Peer Reviewed	Peer Reviewed
Volume	14
Issue	4
Pages	329-352
DOI	https://doi.org/10.1080/09652540600947961
Keywords	Fair Trade, Mainstreaming, Macromarketing, Sustainable consumption, Ecocentrism, Dominant social paradigm.
Public URL	https://durham-repository.worktribe.com/output/1562822