Fair Trade and the Double Movement: The Promise and Contradictions of Improving Labor Standards in the Global South via Market Mechanisms

I examine Fair Trade (FT) as a social movement that emerges as a regulative force in response to the rise of neoliberalism. I apply Polanyi's (1944, 1957) classic concepts of embeddedness and the double movement to understand the conflict that arises within a coherently motivated social movement. Using interview and participant observation data along with content analysis of FT organization mission statements, this research examines the role of conflict within the FT movement over how best to improve the well-being of producers in the global South. I discuss the different, conflicting ways in which FT participants think about improving labor conditions in the global South and the inherent conflict in using market mechanisms to counter market forces. I conclude that while participants share the values of human rights, equality, and environmentalism, realizing these goals through concrete market activities reveals the tension between the benefits of liberalizing and the benefits of regulating the production and sale of FT goods that may impede the continued growth of the movement.