This paper argues that the Fairtrade certification system represents an illuminating example of the challenge of systematically determining consumer and entrepreneurial responsibilities in our global age. In taking up the central question of what, if anything, may be called ‘just’ or ‘fair’ in Fairtrade, I more precisely argue for a two-fold thesis: that (1) a meaningful evaluation of Fairtrade must consider both an interactional and an (arguably prior) institutional understanding of global responsibilities to promote justice and that (2) Fairtrade can be better defended against several popular objections from the perspective of a theory that adequately differentiates between interactional responsibilities and institutional responsibilities of promoting justice under unjust circumstances.
