Buy This Book to Buy into Fair Trade
My ideal summer vacation involves lots of sun, surf, and plenty of lazy hours with a good book in my hand. Usually I pull out the lounge chair for fiction, but this season I really want to recommend the scholarly but accessible, Buying into Fair Trade: Culture, Morality, and Consumption. Dr. Keith Brown, the author, is a buddy of mine at St. Joseph’s University and he does cite my work in this book, so I clearly have my biases. Still, his extensive ethnographic research, along with his long-term commitment to investigating the fair trade movement, speak well of Keith’s ability to analyze and critique fair trade.
One of the most refreshing aspects of the book is that Keith does plainly state the contradictions and limitations of fair trade, while honoring the moral and ethical impulses of those he studied. By focusing the book’s attention on the motivations, behaviors, and commitments (or lack thereof) of conscientious consumers, and other segments of the fair trade “market,” Keith is able to glean insights and shape strategies for the “movement.” For example, he points out that while most advocates believe that by receiving the right mix of education and story telling, consumers will align their shopping with moral ideals, the research suggests otherwise. Consumers “like to feel good about shopping responsibly, but convenience, price, and aesthetics often compete with this goal.” (p. 76)
From a business standpoint, Keith draws on several cases in the Philadelphia area, as well as behavioral science research to suggest that some of the appeals of running a fair trade business-elevated ethical status, emotional satisfaction, etc- don’t always pay off with sufficient economic rewards. As for the producers, Keith shares stories and studies from the craft and coffee sectors to point out that in the midst of battles regarding labels and integrity, farmers and artisans are often as concerned, if not more so, about consistency of orders from long- term partners.
None of these insights are shocking to those in the thick of the movement, but the book does an excellent job of navigating various perspectives, dilemmas, and opportunities. Also, Keith doesn’t give up on fair trade, quite the opposite. He notes, “…if we are going to continue to shop, we can do it in a better way.” (p. 138) If you consider yourself a part of the fair trade movement, if you want to better understand its limits and its possibilities, I encourage you to shop for this book.
Submitted by Jackie DeCarlo, CRS Economic Justice Team Leader
