Fair Trade marketing: an exploration through qualitative research

‘Before you finish your breakfast this morning, you will have relied on half the world.’—Martin Luther King (www.fairtrade.org.uk) This paper is concerned with the extent of consumer understanding of the Fairtrade brand and consumer uptake of products under the auspices of the Fairtrade organisation. There are ethical issues surrounding the brand from both the consumer and organisational (supplier) perspectives. Qualitative focus groups and personal interviews are undertaken. Findings from research with organisations and consumers are presented with regard to investigations of Fairtrade from an ethical perspective and the barriers inhibiting consumer support of Fairtrade products. Conclusions drawn concern the success of the Fair Trade name in the ethical and social contexts.