"Health and education for all", "Fight climate poverty", everybody has already noticed these sentences written everywhere: in newspapers, on walls, on stickers… That corresponds to the new fair trade fever. Lately, fair trade enjoys a new boom. People are more concerned about South's producers. Such craze is due to Anti-globalize movements (Pirotte), coupled with the battle for a better world. Are these noble values really responsible for the new enthusiasm? I don't think that North's citizens suddenly became altruistic. Moreover, even if findings show a huge increase in fair trade products selling, this is still a dash in the ocean.
Fair trade aims at install fair connections between South's producers and North's consumers. Some movements were created around the middle of the 21st century, after the WWII. And only now their consumptions have exploded for a few years. To avoid any confusion on the sense of a fair trade product, here what means the concept: a fair trade certified product ensures a fair price, fair labor conditions, direct trade, democratic and transparent organizations, community development and environmental sustainability (Fair Trade Certified). So the certification is a guarantee that the purchase of a labelized product contributes to the social-economic development of people.
In the first place, motivations of people who buy fair trade products. These are several: good behavior and selfishness behind, quality and influence on firms' ethics.
The reason which firstly comes in mind is the good behavior. When you know the difference between North's and South's people, you are happy to be born in the right hemisphere. Chance is the only responsible and you should be grateful for that. Thus the minimum to do is acting toward ...