Fair trade is a bottom-up initiative whose objective is to make reasonable conditions for the poor producers of the Third World and to enable them to follow a sustainable model of development. This realigned commercial partnership aims to modify the rules of traditional international trade between the producers of the southern nations and the purchasers of the northern hemisphere, and to replace them with a novel alternative. The goal of fair trade is to change the rules of the game that have controlled the dominant economic model. The main tool of the movement is the development of an awareness of socially responsible consumer behavior.