Heart on Your Sleeve: A Study of the Consumption, Representation and Perception of Fair Trade and Fairly Traded Cotton Clothing
By Alistair Leadbetter
This research aims to investigate the perceptions that ethical consumers have of the fair trade movement, its associations and the way in which it functions. The research will also consider the ways in which the organisations involved in the retail of fairly traded products represent their involvement, the producers, the source of the goods, the relevant commodity chains and the goals of the fair trade movement. The results of these two investigative strands can be compared to attempt to understand any possible relationships between the two.