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Fair Trade Market Vs America

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One reason why I believe that the European fair trade market is drastically larger than the American market is due to the fact that Europeans are more likely to have a greater understanding of the benefits of fair trade due to the common presence of Fairtrade Towns throughout Europe. These towns serve as a means for consumers to adopt fair trade products and to foster a greater understanding of its benefits by following the interactions of their peers. Bente Halkier elaborates on this theory by stating that such “practices come into being in the processes of activities carried out in front of, together with, and in relation to others” (Halkier as cited by (Wheeler, 2012)) The creation of Fairtrade Towns highlights the stronger presence of European

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