Content with keyword: fair trade

The Semantic Ambiguities of Fair Trade: A Micro-mythanalysis of the Imaginaries of Consumption

Philippe Robert-Demontrond & Nil Özçağlar-Toulouse. Paper published in Recherche et Applications en Marketing, vol. 26, n° 4/2011.

illustration-fairtradeOver and beyond questions of familiarity with the offering, purchase intention and willingness to pay, fair trade actors are currently questioning  the motivations of consumers and the cognitive representations that they develop. Pursuing the same track as the initial academic investigations into this problematic, this study examines the semantic content of the signifier “fair trade” by clarifying the various semio-narrative programs associated with it.… >> continue reading

Why does not everybody purchase fair trade products? The question of the fairness of fair trade products’ consumption for consumers

Virginie Diaz Pedregal & Nil Özçağlar-Toulouse. Paper published in International Journal of Consumer Studies 35 (2011) 655–660.

illustration-fairtradeCurrent statistics show that more than three out of four people in France have heard about fair trade. However, fair trade goods are purchased in significantly higher proportions by executive class people, individuals with a postgraduate education, urban dwellers and high-income earners. Why does not everybody purchase fair trade products? An important question follows: is fair trade not really fair for consumers?… >> continue reading

Demythicising Fair Trade in France: The History of an Ambiguous Project

Nil Özçağlar-Toulouse, Amina Béji-Bécheur, Matthieu Gateau, Philippe Robert-Demontrond. Paper published in Journal of Business Ethics, April 2010, Volume 92, Issue 2 Supplement, pp 205-216.

In France, Fair Trade arrived on the scene in the late twentieth century, and since then has passed through several experimental phases before becoming an enduring ‘‘realistic’’ economic alternative. To understand the transformation, this article defines Fair Trade as a social construct issues and tensions of which change depending on the point of entry.… >> continue reading

Fair Trade in France: From Individual Innovators to Contemporary Networks

Nil Özçağlar-Toulouse, Amina Béji-Bécheur and Patrick E. Murphy. Paper published in Journal of Business Ethics, December 2009, Volume 90, Issue 4 Supplement, pp 589-606.

Fair trade aims at humanising the capitalist economy by serving the community, instead of simply striving for financial profit. The current fair trade sector is an excellent example of an innovation where networks based on ethical principles can help to effectively serve this market. Our analysis is based on 48 interviews amongst fair trade innovators in France and illustrates the advent of a new type of entrepreneur, one that is grounded in the social and solidarity economy (SSE).… >> continue reading

Interview sur le commerce équitable par la Ligue de l’Enseignement

Interview published in Le dossier du mois (octobre 2009) de la Ligue de l’Enseignement.

Available on:

media-ligueLes ressorts de la consommation équitable

La consommation n’est pas une activité neutre, mais une façon de construire son identité sociale. Les Trente Glorieuses furent marquées par l’émergence de la consommation de masse : l’ambition de la plupart des ménages était l’accès aux biens. Dans une société aujourd’hui différente, des tiraillements se font jour et les enquêtes d’opinion montrent une forte dégradation de ce modèle imaginaire. >> continue reading

PICRI project on fair trade in Ile-de-France

This 2007-2009 project supported by the French Ile-de-France Region (through the PICRI ‘Partenariat Institutions-Citoyens pour la Recherche et l’Innovation’ program) has brought together researchers and practitioners in the field of fair trade, in particular Plate-Forme pour le Commerce Équitable, Institut d’Études sur le Développement Économique et Social (IEDES) and FairNESS association (to which I contributed).

The main objective has been to promote and develop fair trade in the region through strenghtening the links between practitioners and researchers in the area.… >> continue reading

L’institutionnalisation du commerce équitable : l’émergence d’une législation relative à un commerce « différent »

Chapter written by Virginie Diaz Pedregal and Nil Özçağlar-Toulouse in Traduire nos responsabilités planétaires Recomposer nos paysages juridiques, a book edited by Christoph Eberhard (Fev. 2009, Ed. E. Bruyant).

Book website:

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