Is Fairtrade a form of sustainability marketing?
Nowadays, Fairtrade is a new trend in the world’s market and become a powerful competitor toward mainstream brands. According to Belz and Peattie (2010, p29): “sustainability marketing may be defined as building and maintaining sustainable relationships with customers, the social environment and the natural environment.” Fairtrade is also author concept that it aims to provide fair price to farmer in developing country and help them to live better life. This essay considers 3 elements of sustainability marketing: social-ecological problems, sustainability marketing strategies and sustainability marketing mix. It argues that Fairtrade is a form of sustainability marketing. The rest of essay is organized as follows. The second paragraph explains what the elements of sustainability are. The third paragraph presents Fairtrade tends to solve social-ecological problems. The fourth paragraph discusses how Fairtrade makes sustainability marketing strategies. The fifth paragraph reports Fairtrade completes sustainability marketing mix. The sixth paragraph concludes.

Belz and Peattie (2010, p29) consider that compared to transaction marketing sustainability marketing is a long-term market theory. They also maintain that sustainability marketing could be included in the macro economy. Belz and Peattie (2010, p29) believe that “It embraces the idea of sustainable development, which requires a change in the behaviour of virtually everyone, including both producers and consumers.”Moreover, Belz and Peattie declare sustainability marketing not only focus on environmental problems, but also on social, ecological and other issues.

Generally, companies and individuals think they could do nothing to protect the environment. However, Both Fairtrade and its customers have the essential influence on environment and society.