RESPONSIBILITIES OF CONSUMERS IN ENSURING FAIR TRADE

Hitesh Prajapat

3 hours ago

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This article is written by Srilekha Raman, Tamil Nadu National Law University, an intern under Legal Vidhiya.

ABSTRACT

Fair trade is an ethical business model that encourages sustainable production, fair treatment, and supply chain transparency worldwide. Although governments and corporations are crucial to maintaining fair trade values, consumers also have a big part to play. This article examines the ways in which consumer decisions and actions impact the market and support more equitable business practices.

By selecting goods with fair trade certification and ethical sourcing, conscientious consumers influence demand. By doing this, they are sending a message to businesses that openness, equitable compensation, and ecologically friendly practices are important. Consumers have an obligation to report unfair trade practices, support local artisans, stay informed, and steer clear of exploitative brands in addition to making purchases.

Despite obstacles like misinformation, greenwashing, and restricted access to ethical products, rising awareness and the availability of digital tools are assisting in closing the gap. Customers are now active stakeholders with the ability to influence change rather than being passive participants.

This article explores how ensuring fair trade is a shared responsibility. Demanding rights as consumers is only one aspect of it; another is carrying out our obligations as moral members of the global economy. Customers can contribute to the development of a more equitable, inclusive, and sustainable trading environment by making deliberate and well-informed decisions.

KEYWORDS

Fair trade, consumer rights, consumer duties, responsible consumerism, socially responsible buying, conscious consumer, ethical consumption, sustainable trade.

INTRODUCTION

Fair trade is more than just a label; it is a system of trade grounded in transparency, equity, mutual respect, and ethical practices. At its core, it seeks to create sustainable economic relationships between producers, businesses, and consumers by promoting fair wages, environmentally responsible production, and the social upliftment of marginalized communities. It challenges exploitative practices and encourages the development of trade systems that are inclusive and just.

While discussions around fair trade often centres on the responsibilities of producers and corporations, it is important to recognize that consumers are not passive bystanders in this process. With each purchase, consumers cast a powerful vote – one that can either reinforce exploitative systems or support ethical and sustainable alternatives. As the global marketplace becomes increasingly interconnected, our responsibilities as consumers must evolve as well. Being a responsible consumer today means making informed choices, supporting fair trade-certified products, and demanding transparency and accountability from brands.

The power of consumer behaviour in shaping market trends cannot be overstated. When consumers prioritize ethics over convenience or cost, they incentivize businesses to adopt fairer, more sustainable practices. In this way, fair trade is not merely about claiming rights – it is equally about embracing responsibilities. As participants in the global economy, we must acknowledge the influence we hold and wield it thoughtfully.

This article explores the key responsibilities that consumers must adopt to ensure the realization of fair trade. It highlights the importance of ethical consumption, the challenges that accompany it, and the collective effort required to make fair trade a widespread reality.

CONSUMER RIGHTS

The most important responsibility of any consumer is to be aware of their rights. Being educated and aware of their rights helps prevent consumer exploitation, further helping achieve the global goal of fair trade. When it comes to buying goods and services, consumer rights are essential. These rights shield consumers from corporate abuse by ensuring that justice, fairness, and transparency rule the marketplace.

Consumer rights help in building trust between the businesses/ traders and consumers. [1] They help consumers identify dishonest and dangerous businesses, products and services. Therefore, it is essential for every consumer to be aware of their rights and duties. The key rights of every consumer are:

Right to safety

Every consumer has a right to be protected from hazardous products that are dangerous to life, health and property. For example, food products that have expired and electrical goods with loose connection or default parts are dangerous to use. Every consumer is entitled to protection from products that may pose a danger to their health or safety. For this, they must be educated and informed about important information such as buying only those electronic goods which have the ISI mark on them.

Right to be informed:

All consumers have the right to be completely informed about the product that he/ she intends to purchase. Duch information may include the price, manufacturing and expiry date, ingredients, etc. While the duty rests on the business to provide the consumers with all necessary information, the consumers also have a duty to ask necessary questions and be more mindful of their purchasing decisions.

Right to be assured:

Consumers are entitled to the freedom of choice among a wide range of products available at fair and competitive prices. Sellers are responsible for presenting all available options clearly to the buyer. However, most sellers do not do this, with the motive of earning a profit. Therefore, it is the duty of the consumer to be aware of their rights and ensure they enforce it. The consumer has to make sure that they are shown all the products, along with their features and prices, to ensure that they make the right purchasing decision.

Right to be heard:

Consumers have the right to lodge complaints and be heard if they are dissatisfied with a product or service. Grievance redressal is one of the most vital and respected consumer rights, as it guarantees them a platform to voice their concerns and seek resolution. With the use of this privilege, consumers can force the government to take their complaints into account when establishing laws and business procedures. Consumers occasionally wish to make a complaint and return their default product, but companies choose to overlook this. Therefore, the consumer has the right to voice their concerns and submit a letter of grievance to the government.

Right to seek redressal:

Every consumer is entitled to seek remedy and claim compensation in cases of unfair trade practices or unethical exploitation, especially when a product or service does not meet their expectations. Under the Consumer Protection Act, 2019, consumers can receive remedies such as product replacement, defect elimination, compensation for any losses or injury suffered.

Right to consumer education:

Every consumer is entitled to information acquisition and to be an informed buyer. He has the right to understand the rights and recourses that are available to him, in the event that a good or service does not live up to his expectation or standard.

It is the responsibility of every consumer to know these rights and to exercise them during every purchase. It is not just the duty of the seller, business or organisation to respect these rights. It is also the duty and responsibility of the consumers to be aware and informed about their own rights to ensure transparency and fair trade.

CONSUMER RESPONSIBILITIES

The Consumer Protection Act empowers consumers to act against dishonest and unethical conduct, including unfair and restrictive trade practices by sellers. However, achieving the objective of consumer protection requires more than just the existence of consumer rights—it also demands active enforcement and awareness. In actuality, consumer protection is only possible when consumers are aware of their obligations. When purchasing, utilizing, and consuming goods and services, a consumer should bear their responsibilities and duties in mind.

The first responsibility of any consumer is to be aware of the goods and services available in the market. A consumer must know the prices and ensure that they are updated with the features and all other information about the product before they purchase it. With this information in mind, consumers must choose goods that are certified as fair trade, which ensures that producers receive fair wages, work in safe conditions, and follow sustainable practices. Each purchase supports ethical supply chains and empowers marginalized communities. [2] Consumers must refrain from buying pirated, counterfeit, or illegally sourced products, as these undermine fair competition and harm genuine producers. [3]

Secondly, consumers always must buy only standardised goods that provide quality assurance. Therefore, consumers should check for quality certifications such as the ISI mark on electrical appliances, the FPO mark on food items, and the Hallmark on jewellery. These indicators help prevent exploitation. Hence, it is the consumer’s responsibility to actively exercise their right to safety.

Thirdly, it is the responsibility of the consumer to demand accountability and transparency. Consumers should take the initiative to inquire about the sourcing, manufacturing processes, and overall business practices of the products they purchase. They must hold companies accountable by demanding transparency and supporting those that prioritize ethical standards. [4] Moreover, consumers must be honest in their dealings by choosing ethical and legal goods and services, while avoiding and discouraging unscrupulous practices like black marketing, hoarding, etc.

Consumers must take the responsibility of educating themselves and those around them to ensure fair practices in the market. Consumers should be aware of their rights with relation to refunds, returns, and service warranties, as well as consumer protection regulations like the Consumer Protection Act. They can seek justice in cases of fraud or defective items and make well-informed selections thanks to this awareness. [5]

They must also share such information with friends and family through media platforms. Joint campaigns, sign petitions, and support movements advocating for fair trade and consumer protection will help establish a market with fair trade practices as collective action amplifies the impact of individual efforts. [6] Consumers should also form consumer societies which would play an active part in educating consumers and safeguarding their interests.

Consumers should respect the environment and avoid wastage, pollution and littering through their purchasing decisions. Consider the impact that your purchases have on the environment, communities, and producers. Choose environmentally friendly goods, reduce waste, and save money. [7]

Finally, the most important responsibility of a consumer is that they should take appropriate action against unscrupulous practices. They must speak up against any violation of consumer rights, exploitation, or unfair trade practices and utilize the legal and regulatory avenues available at their disposal to resolve complaints. If there is a problem with the quality of the products or services purchased, consumers should file a complaint in the proper consumer forum. Even if the amount involved is small, they should not hesitate to take action.

IMPACT OF RESPONSIBLE CONSUMERS

To ensure fair trade in the market, both producers, sellers and consumers must be responsible and accountable. Better livelihoods, community development, and economic stability for producers in developing nations are guaranteed by fair trade purchasing. Demand from consumers for ethical goods pushes companies to develop and implement sustainable practices, revolutionizing whole sectors. Sustainable production practices, resource conservation, and waste reduction are all aided by responsible consumption. A more dependable and effective marketplace results from ethical consumer behaviour, which increases trust between buyers and sellers.

Responsible consumers play a critical role in shaping the dynamics of modern markets. Their purchasing decisions send powerful signals to businesses about what values and practices the market is willing to support. When consumers consciously choose ethical, fair-trade, or eco-friendly products, they create demand for these standards. This, in turn, encourages companies to adopt more responsible sourcing, production, and labour practices in order to retain consumer trust and loyalty.

By supporting ethical businesses, responsible consumers help promote transparency, sustainability, and fairness in global supply chains. Their demand for information, such as where and how a product was made, encourages companies to disclose their sourcing practices and labour conditions. Over time, such consumer awareness can drive substantial changes in industry norms and practices.

Responsible consumerism also directly benefits small-scale producers and workers, especially in developing countries. When people choose fair-trade-certified products or support local artisans, they contribute to better wages, safer working conditions, and long-term livelihood opportunities for these producers. Moreover, collective consumer action has the power to drive large-scale policy and corporate change.

Finally, responsible consumers contribute to broader societal change by raising awareness and influencing others. Their choices often encourage families, peer groups, and communities to rethink their own consumption patterns. In this way, responsible consumerism becomes a ripple effect – spreading knowledge, encouraging dialogue, and gradually shifting cultural values towards sustainability and ethical responsibility.

CONCLUSION

In conclusion, consumer responsibility is a cornerstone of fair trade. It requires awareness, intentionality, and a willingness to choose long-term fairness over short-term convenience. A fairer global economy can only be achieved when all participants – producers, businesses, and especially consumers – work together. The power to bring about meaningful change lies not just in policies or laws, but in the everyday choices made by individuals like us.

REFERENCES

[1] REST THE CASE, Importance of Consumer Rights, Oct 16, 2024, https://restthecase.com/knowledge-bank/importance-of-consumer-rights, accessed on July 9, 2025.

[2] FASTER CAPITAL, The Role of Consumers in supporting Fair Trade, The Role Of Consumers In Supporting Fair Trade – FasterCapital, accessed on July 10, 2025.

[3] PLUTUS EDUCATION, Duties of Consumer: Be Aware, Check Quality, Demand Bill & More, Accessed on: July 10, 2025.

[4] FASTER CAPITAL, supra note 2.

[5] PLUTUS EDUCATION, supra note 3.

[6] Oishika Banerji, Consumer Rights and Responsibilities that Everyone Needs to Know About, March 2022, Consumer rights and responsibilities that everyone needs to know about – iPleaders.

[7] FASTER CAPITAL, supra note 2.

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Hitesh Prajapat

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