Cover, Title Page, Copyright

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pp. 1-5

Contents

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pp. v-7

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Acknowledgments

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pp. vii-xi

All authors are asked why they chose to write about their selected topic. I tell my colleagues that I chose to write about fair trade because I wanted a case study to explore culture, morality, and markets. This answer seems to satisfy them, but it is really a bit of a lie. I chose to study the fair-trade movement because of a series of meaningful...

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1. A Taste of Life in the Nicaraguan Campo

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pp. 1-30

During my first night in the campo (countryside), I was alert to unfamiliar sounds: a bat flew in and out of my room, roosters crowed throughout the night, and a woman pounded fresh corn tortillas before the sun rose. My room looked like it had been used for storage before being converted into lodging for fair-trade ecotourists...

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2. “Just One Normal Coffee”: Crafting Joe’s Moral Reputation

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pp. 31-53

“Can I just get a regular cup of coffee?” the frustrated and caffeine-deprived woman asked upon entering Joe’s café for the first (and probably last) time. “I’ve had the organic-type coffee before, and I don’t want anything like that.” Joe, who was working the counter, blushed. He assured the woman that he sold only the...

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3. “Buy More Coffee”: Becoming a Promoter through Extraordinary Experiences

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pp. 55-72

Soon after booking my “reality tour” to a fair-trade coffee cooperative in Nicaragua, I learned that in 1972, Roberto Clemente’s plane had crashed on his way to this same Central American country. Clemente was a perennial all-star in Major League Baseball who was known for his humanitarian work throughout Latin America. My mind...

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4. “Who Are We Pillaging from This Time?”: Managing Value Contradictions in Shopping

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pp. 73-93

Members of the Ten Thousand Villages marketing department make all their crucial decisions by asking one simple question: “What would Gwen do?” Would Gwen purchase this red vase inscribed with handwritten Bengali script? Would she like these ebony-inlaid silver hook earrings? Or would she prefer a red leather purse designed...

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5. How to Appear Altruistic

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pp. 95-119

By 2007, the Independents Coffee Cooperative was up and running. It had a stylish logo, a strong fund-raising presence within the nonprofit community, and even an advertising campaign that promoted its fair trade and socially conscious cafés. The positive attention it was receiving as well as its emphasis on ethical...

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6. The Great Recession and the Social Significance of Buying into Fair Trade

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pp. 121-140

When I began this book, I sought to understand the pathways to participation in the fair-trade movement. I was also curious as to why individuals want to support producers living halfway around the globe when there are so many pressing social problems closer to home. I was interested in the ways people discuss moral...

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Appendix: Research Methods

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pp. 141-154

I was never a coffee drinker. I entered a coffee shop only two or three times before starting graduate school in 2000. They made me uncomfortable. I didn’t like the taste of coffee, and I didn’t even know what to call many of the pastries on display. I also knew almost nothing about handicrafts before starting...

Notes

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pp. 155-169

Bibliography

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pp. 171-180

Index

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pp. 181-187

About the Author

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pp. 188-201