ABSTRACT
This chapter makes use of the literature on social movements to obtain a better grasp on social change in a market surrounded by different logics and power relationships: the evolution of the Fair Trade movement. It aims to fill the void by showing how the social movement literature may inform the global value chain literature, with an illustration of the case of Fair Trade. The chapter analyzes the Fair Trade global value chain using the framework we have proposed. It shows how the changes in the governance modes of Fair Trade global value chains can be illuminated by looking at the transformations in terms of field opportunities, mobilizing structures and framing processes. The historical approach to the Fair Trade field presented here provides evidence that Fair Trade has evolved from a close set of producerbuyer relationships in which producers were key stakeholders to a global value chain with a diversity of pathways leading to agro-food mainstream markets.
