Una crítica vacilante: cómo el potencial del Comercio Justo disminuye con "éxito"

Broadly speaking, the goal of Fair Trade is to improve the lives of developing nation producers. To do this Fair Trade, like any other ethical consumer movement, must change the behavior of purchasers. This has the potential advantage of defetishizing consumption by encouraging people to question the social and environmental impact of their purchases. Yet, because it is subject to the logic of a market characterized by competition and limited consumer knowledge, Fair Trade also contains inherent characteristics that work against this potential by reducing the distinction between Fair Trade and conventional production. If Fair Trade is to both maximize its benefit to producers and encourage people to question conventional production, it must reverse its current trend of obscuring the distinction between Fair Trade and conventional production.