The mainstreaming of Fair Trade: a macromarketing perspective

  title={The mainstreaming of Fair Trade: a macromarketing perspective},
  author={Geoff Moore and Jane Gibbon and Richard Slack},
  journal={Journal of Strategic Marketing},
  pages={329 - 352}
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… 

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