Departmental Bulletin Paper 日本におけるフェアトレードタウン運動の展開と意義(その2)――名古屋市の事例を中心に――
The Development and the Significance of the Fair Trade Town Movement in Japan (2): With a Focus on the Case of Nagoya City

小鳥居, 伸介

Firstly, the definition of fair trade is given and the complementary nature of the two different types of fair trade, the “Union” type and the “Label” type, are explained. As these types are often combined, they are thought to have contributed to the expansion of the Japanese fair trade business.Secondly, a brief history of the fair trade town movement is outlined. The movement started in Garstang in England in April 2000 and, since then there are more than 1,700 fair trade towns all over the world (2015), with the number still increasing.Thirdly, the goals and guidelines of fair trade towns are detailed. The fair trade town movement was born in England, therefore most of its goals and guidelines are based on English concepts, however some goals or guidelines are set individually by each country.Fourthly, the fair trade town movement in Japan and especially in Nagoya City is described in some detail. In Nagoya City, the second fair trade town in Japan, a very active movement developed. Several towns in Japan, such as Kumamoto, Sapporo and Tokyo, are also participating in this movement, where a network of fair trade towns was eventually established.Finally, the achievements and the significance of the Japanese movement are compared with other social and cultural movements like the ethical consumption movement, the ‘chisan-chishou’ (local production for local consumption) movement, and the ‘chiiki-kassei-ka’ ( local vitalization) movement.In conclusion, we should keep in mind that the fair trade town movement is as much a social reform movement as it is an economic activity. As a consequence, we should reconsider our initial thoughts to fully understand this movement’s goals.

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