摘要：In just two decades, fair trade has evolved from a niche market supplying products for a small group of dedicated consumers to a well-established market in several European countries, including the Netherlands. This transition has led to important changes in the dynamics in the fair-trade supply chain and the role of different participating actors. The success of this provisioning model depends upon producers and consumers as well as on the engagement of retailers, but to date researchers have not actively investigated their role. This article helps fill this gap by applying a social practices perspective to analyze the role of retailers in the fair-trade supply chain in the Netherlands. Our empirical research shows that Dutch retailers may apply different strategies when selling fair-trade products, but also that many of them are interested in supplying these goods for reasons other than economic advantage. The main challenge that retailers face is how to balance actively promoting fair-trade products to consumers and presenting their outlet as unique by selling such items in a consumer-silent manner and contributing to a broader transition toward sustainable production and consumption.
关键词：trade ; niche markets ; retail industry ; social responsibility
