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Sociologie du marché. Le commerce équitable : des échanges marchands contre le marché et dans le marché

Abstract : I begin by presenting the way "New Economic Sociology" advocates use the notion of embeddedness to study concrete markets. Embedding conditions are shown not just as the normative setting for decision-making but indeed as the very basis of transactions. In this respect, the market, as an identifiable reality disappears to be taken over by varied, localised and socially constructed transactions. Then, I argue that "New Economic Sociology", contrary to Max Weber, neglects the existence of constraints peculiar to the capitalist market system. To demonstrate this inadequacy, I study two main French fair trade promoters, Artisans du Monde (importing, shops and promotion) and Max Havelaar (labelling and promotion). I describe their efforts into creating the conditions of a personalisation of market transactions and of the exercise of a substantive rationality. Next, practices of fair trade organisations are not only the consequences of their ideological commitment. To trade against the market is not an easy matter. As fair trade promoters want to develop their outlets, they have to face market constraints. They have to achieve a certain efficiency, to propose some products at prices and qualities that suit consumers' expectations, and these obligations may conflict the alternatives they try to build.
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Contributor : Ronan Le Velly <>
Submitted on : Tuesday, February 2, 2010 - 2:21:22 PM
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  • HAL Id : tel-00452446, version 1
  • PRODINRA : 248514


Ronan Le Velly. Sociologie du marché. Le commerce équitable : des échanges marchands contre le marché et dans le marché. Histoire, Philosophie et Sociologie des sciences. Université de Nantes, 2004. Français. ⟨tel-00452446⟩



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