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Fairtrade: A form of sustainability marketing
Fair trade developed rapidly and the movement is especially popular in the UK, although fair trade was not predicted such a potential future in 1980s. Paull(2011, p.317) reports there are 500 Fairtrade towns, 118 universities, over 6,000 churches, and over 4,000 UK schools registered in the Fairtrade Schools Scheme. Over 1.2 million farmers and workers in more than 60 countries participated in Fair Trade. In this essay it is proposed that fair trade is a form of sustainability marketing. It will first consider there are many similar key facets between fair trade and sustainability marketing. It will then go on to describe that both fair trade minimum price and fair trade premium promote sustainable development. The third part is about securing the rights of workers for paying attention to special sustainability issues. The forth part is about the invisible sustainability relationship between products and costumes. Then I analyze a successful fair trade company towards a sustainable way.

Fair trade reflects many key facets of sustainability marketing. On the one hand, according to Belz and Peattie(2010, p.4), sustainability marketing means not only focusing on sustainable development but also considering the sustainability issues. To put it simply, sustainability marketing management aims to meet consumers’ wants and needs, while concerning social conditions and natural environment. On the other hand, fair trade is about better prices,decent working conditions and fair terms of trade for farmers and workers(Fairtrade, 2015). It is obvious that fair trade have some characters related to sustainability marketing, due to the fact that fair trade promotes sustainable development and solves some sustainability problems by offering better trading conditions, and securing the rights of workers or farmers in developing...

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