Justice and Demonstration of Christian Principles: Why churchgoers support Fair Trade

From the outset, church support for Fair Trade has been encouraged by what Cloke et al. have termed the Fair Trade ‘evangelists.’ 1 These church-based Fair Trade activists have promoted the concept to their congregations, and to the wider community, in a vocal and determined manner. This article examines the motivation of Fair Trade ‘evangelists’ and how they articulate the connection between Fair Trade and their Christian faith. In the face of criticism and indifference, why do these individuals persist? Drawing on my research interviews with nineteen church-based Fair Trade activists, I identify two clear findings. Firstly, that the activists view support for Fair Trade as an integral part of the work for justice, and secondly, that the action that they carry out for Fair Trade provides an opportunity to demonstrate the outworking of core Christian principles. The activists position support for Fair Trade as central to their faith and view it as contributing to the fulfilment of the core mission of the church.