The problems of translating fair trade principles into consumer purchase behaviour

Suggests a number of features which characterize the manifestation of fair trade consumerism. Posits, however, that there are several problems which have hindered the translation of fair trade principles into consumer purchase behaviour. Discusses the issue that ecological marketing incorporates the people aspect of sustainability and the fact that the human component of production, manufacture and use have to be addressed alongside the well documented environmental factors of ozone depletion, global warming, deforestation, acid rain and so forth before sustainable development can be achieved. Addresses the fundamental problem of translating fair trade principles on to consumer purchase behaviour and the barrier of consumer recognition of the human element of the ecological marketing agenda.