Fair Trade Consumers

Fair Trade Consumers

One’s positional perspective, explained Amartya Sen, affects the way in which one views  justice.  People with a greater global cognitive orientation, it was discovered, have a greater propensity for engaging in Fair Trade (considering they have the funds to do so).  While others, with a lesser orientation, believe trade is more the responsibility of the government than themselves.  Consumers, it was noted, are rational beings in their choice to support justice.  If the value of helping others is strong, than one will naturally act in one’s own self interest, and choose to spend a few more dollars to support Fair Trade.  This is called ethical consumption and is a rational choice.  However, bound rationality and high uncertainty will undermine a consumer’s rational choice, resulting in their not purchasing of Fair Trade, even though they had originally said they would.  Greenwashing plays a big role in undermining consumer confidence in Fair Trade claims. 

Without consumers, Fair Trade as justice can not exist.  To realize justice, the many facets of consumer behavior need to be understood.  However this is where limitations exist.  Not all consumers are alike.  It would be interesting to learn why the US has a very low Fair Trade consumer spending per capita (even though they are the world’s largest consumers).  Gender and socioeconomic differences also need to be explored, especially in the context of justice. Most Fair Trade consumers are educated, middle class, women.  To understand Fair Trade in advancing justice for all, is important to know how and why non Fair Trade consumers can become pro Fair Trade consumers.  Is it through more education, better pricing, or the development of a greater global orientation? 

Greenwashing and mis-information inhibit Fair Trade engagement.  Other ways of conveying Fair Trade information are needed.  Technology offers many opportunities for consumers to more deeply engage with Fair Trade producers and create reciprocal relationships.  This too can be further studied.  Bolivians are working to develop local Fair Trade models.  The idea of local (and regional) Fair Trade would make reciprocity and inclusiveness easier and there would be more consumer confidence as cultural and language similarities would lead to easier communication.  However local markets as not as strong, economically, as international ones.  There might not be a large enough demand or volume sold of Fair Trade products for this to be completely viable.  Never-the-less, a local Fair Trade would be something to look at, especially as a way of lessening dependence on others so far away for a realization of justice.   In conclusion, consumers, while an integral part of Fair Trade, are not tightly tied to their role in its advancement of justice.  More inclusion and an understanding of the many types of consumers is needed.