The paper describes the main structural and institutional aspects of fair trade and a look at the implications of business practices to generate benefits to international markets, business development and stren­gthening of organizations, whether small, medium or large producers and marketers. In this paradigm include individual and collective decisions in search of the sustainability of natural resources in order to improve the quality of life for different populations, especially those

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... g from the scourge of poverty. The methodology is based on a review of literature on trade basics authors have tried as Boltanski (1991), Thévenot (2007), Ceccon, (2008), Raufflet (2000) and Vera (2005). These authors sought to understand the question regarding the impact of fair trade in emerging markets and somehow forms of development in Colombia. The paper shows that the purchase decision is a moral decision, that although there is a provision for fair trade, there are still many structural weaknesses to his position as marketing model. Fair trade, according to Vera (2005), in their studies the theory takes Boltanski Convention (1991) to organizational research, giving contributions to the economy of Greatness. This approach contributes to management studies, especially considering the quality that determine the forms of coordination in the market, confidence in the value chain and dialogue in the certification process.