LAUSR

ABSTRACT In an industry where human rights abuses are rampant, Fair Trade (FT) apparel promises alternative consumption that addresses these concerns with clear principles. However, critics of FT marketing question whether methods for reaching consumers align with FT’s motivating principles. This is contributing to an ‘identity crisis’ within the US FT community. By examining the online messaging of FT apparel companies through the lens of social representation theory, it is possible to understand how at least one segment of the market is seeking to re/define its identity – identity that is derived in part through portrayals of the relationships between FT producers, companies, and consumers. Findings indicate that while aspects of apparel marketing remain true to FT principles, all companies deviate in significant ways that could further complicate the identity shift in the US FT community. Furthermore, the messaging may deepen the commodification of, and imbalance in, FT relationships.