Document Type

Conference Proceeding

Conference Track

Service Marketing/ Non-Profit Marketing/ Ethics

Publication Date



This paper condenses the existing literature on ethical shopping in the United States with the goal of providing an up-to-date review of the topic. It profiles the ethical shopper and distinguishes the various institutions and instruments of political consumerism evident in the Fair Trade movement. It also provides recommendations for more rigorous study of moral consumer behavior and implications for implementing fair trade marketing strategies.

About the Authors

Julie Pharr is a Professor of Marketing at Tennessee Tech University in Cookeville, TN where she has taught marketing in the College of Business for the last 22 years. Her doctorate in marketing is from Mississippi State University. Dr. Pharr has published numerous papers in journals and conference proceedings over the years, including works in the Journal of Marketing Theory and Practice and Industrial Marketing Management.

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

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Marketing Commons