Journal of Business Ethics

, Volume 86, Supplement 1, pp 63–79

The Institutionalization of Fair Trade: More than Just a Degraded Form of Social Action

  • Corinne Gendron
  • Véronique Bisaillon
  • Ana Isabel Otero Rance

DOI: 10.1007/s10551-008-9758-4

Cite this article as:
Gendron, C., Bisaillon, V. & Rance, A.I.O. J Bus Ethics (2009) 86(Suppl 1): 63. doi:10.1007/s10551-008-9758-4


The context of economic globalization has contributed to the emergence of a new form of social action which has spread into the economic sphere in the form of the new social economic movements. The emblematic figure of this new generation of social movements is fair trade, which influences the economy towards political or social ends. Having emerged from multiple alternative trade practices, fair trade has gradually become institutionalized since the professionalization of World Shops, the arrival of fair trade products in the food industry, and the establishment of an official “fair trade” label. With the strength that this institutionalization has generated, fair trade can now be considered a real trade system that questions, as much as it renews, the traditional economic system. In parallel, this transformation has exacerbated the tensions within the movement, which can be characterized as a clash between a “radical, militant” pole and a “softer, more commercial” one. However, it is not the actual institutionalization of fair trade which is being debated among fair trade actors on either side of the fence, but rather the challenges inherent in finding an economic institutionalization acceptable to social economic movements. Therefore the institutionalization process of fair trade should not be seen as mere degradation of social action, but rather as typical of the institutionalization process of new social economic movements. If we need to worry about the highjacking and alteration of the fair trade movement by the dominant economic system, the opposite is no less likely, as new social economic movements contribute to an ethical restructuring of markets.


fair trade globalization institutionalization new social economic movements new social movements social action 



Alternative Trade Organization


European Fair Trade Association


Fair Labelling Organization – International


Forestry Stewardship Council


Fair Trade Organisatie or Fair Trade Organizations


International Federation of Alternative Trade


International Organization for Standardization


informal umbrella of FLO, IFAT, NEWS!, EFTA


International Labour Organization


Mennonite Central Committee


Network of European World Shops


Social Accountability International


Sales Exchange for Refugee Rehabilitation and Vocation


Unión de Comunidades Indígenas de la Región del Istmo


United Nations Conference for Trade and Development

Copyright information

© Springer Science+Business Media B.V. 2008

Authors and Affiliations

  • Corinne Gendron
    • 1
  • Véronique Bisaillon
    • 1
  • Ana Isabel Otero Rance
    • 1
  1. 1.Chaire de responsabilite sociale et de developement durableUniversite du Quebec a MontrealMontrealCanada

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