Fair Trade as narrative

Abstract

This article considers the different stories within Fair Trade and how they come together as a narrative that informs both the social movement of Fair Trade and the practice of Fair Trade business relationships. The circuit of culture is used to explore the meanings and understandings that are part of Fair Trade, from both a producer and a consumer point of view, and to demonstrate how these narratives are influenced by economic, political and social structures. However, the practice of Fair Trade also allows for the use of power in new ways, challenging some of the dominant modes of production and consumption.