Fair Trade Marketing: An Alternative System For Globalization And Development
Date : 01/09/2005
This article conceptualises the fair trade movement as a system for globalisation and economic development different from that carried out by the conventional marketing of multinational corporations. It investigates the philosophical principles of fair trade and compares them to the ideologies of antiglobalisation, marketing management, ethical sourcing and ethical consumerism. This article also describes the institutional networks of fair trade marketing and explores some implications of this system for producers, consumers and companies.
Name of Institution Journal of Marketing Theory and Practice
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