Greece needs and wants to welcome fair trade

Abstract

This paper concerns the global movement of Fair Trade, mainly with reference to the relevant evolutions in Europe. The definitions, the principles and the objectives of Fair Trade are presented. It is argued that the marketing academic community has rather neglected the whole subject of ethical consumption and particularly the fair trade topic. Research is needed to reveal the insights of consumer behaviour towards the fair market. Focusing on Greece, it is acknowledged that we have been left behind in welcoming the fair trade products. The aim of the paper is to analyse the theoretical background and the research directions that should lead future academic marketing research in Greece