Abstract
The aim of this research is to analyse the development of fair trade and to investigate the challenges and opportunities that might enable fair trade to flourish via sustainable consumption in Brazil. Promotion of sustainable consumption is discussed as the fundamental support to fair trade expansion. We perform a comparative empirical analysis, based on primary data, gathered from consumer e-surveys and expert interviews in Austria and Brazil. The results show significantly lower awareness of Brazilian consumers and many obstacles on the path of Brazilian fair trade advocates toward higher awareness and share of fair trade in this country. Key institutional challenges for supporting fair trade as a mechanism of sustainable consumption promotion are delineated.
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