caa a22 4500 605484260 CHVBK 20210128100435.0 cr unu---uuuuu 210128e20150901xx s 000 0 eng 10.1007/s10551-014-2241-5 doi (NATIONALLICENCE)springer-10.1007/s10551-014-2241-5 Child Curtis Department of Sociology, Brigham Young University, Provo, UT, USA aut Mainstreaming and its Discontents: Fair Trade, Socially Responsible Investing, and Industry Trajectories [Elektronische Daten] [Curtis Child] Over time, according to popular and academic accounts, alternative trade initiatives [such as fair trade, organics, forest certification, and socially responsible investing (SRI)] almost invariably lose their oppositional stance and go mainstream. That is, they lose their alternative, usually peripheral, and often contrarian character. In this paper, I argue that this is not always the case and that the path to going mainstream is not always an unproblematic one. I observe that while scholars have documented various aspects of specific alternative trade initiatives, little comparative work has been done to theorize their different trajectories. To advance the scholarship, I compare two alternative trade movements, fair trade and SRI, and develop three hypotheses—the relation motivations hypothesis, the material interests hypothesis, and the organization of credibility hypothesis—that explain why going mainstream has been so hotly contested in the fair trade movement but not the SRI movement. I articulate these hypotheses and evaluate their merits. Springer Science+Business Media Dordrecht, 2014 Fair trade nationallicence Socially responsible investing nationallicence Alternative trade nationallicence Social enterprise nationallicence Mainstreaming nationallicence Journal of Business Ethics Springer Netherlands 130/3(2015-09-01), 601-618 0167-4544 130:3<601 2015 130 10551 https://doi.org/10.1007/s10551-014-2241-5 text/html Onlinezugriff via DOI BK010053 XK010053 XK010000 Metadata rights reserved Springer special CC-BY-NC licence nationallicence 1 research-article jats NATIONALLICENCE NATIONALLICENCE NL-springer NATIONALLICENCE 856 40 https://doi.org/10.1007/s10551-014-2241-5 text/html Onlinezugriff via DOI NATIONALLICENCE 100 1- Child Curtis Department of Sociology, Brigham Young University, Provo, UT, USA aut NATIONALLICENCE 773 0- Journal of Business Ethics Springer Netherlands 130/3(2015-09-01), 601-618 0167-4544 130:3<601 2015 130 10551