The mainstreaming of Fair Trade: a macromarketing perspective

  title={The mainstreaming of Fair Trade: a macromarketing perspective},
  author={G. Moore and J. Gibbon and R. Slack},
  journal={Journal of Strategic Marketing},
  pages={329 - 352}
  • G. Moore, J. Gibbon, R. Slack
  • Published 2006
  • Economics
  • Journal of Strategic Marketing
  • 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… CONTINUE READING
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