Abstract

The popularity of Fair Trade is increasing swiftly in many parts of the World. However, there is still a paucity of research analysing the northern fair trade actors outside the Anglo-American communities. This paper contributes by presenting a qualitative study of how the Finnish World Shop movements’ key actors understand the movement’s role and position in the rapidly changing operating environment. The study depicts the polyphonic nature of this particular democratic social movement and discusses how success, public trust and the importance of different stakeholders become constructed in various ways within it.