Fair Trade (comércio justo) como um ‘Tópico Quente” internacional e sua abordagem no Brasil

This paper aims to analyse the concept of Fair Trade in international and Braszilian literature. Throgh the identification of the grow of thema and analyzing the possible "barriers" to the development of the theme in the Brazilian context. The authors develop two bibliometric research, a eletronic amd international one based on database of "Web of Science from ISI” and another in the brazilian publications (proceedings and journals). Although the indentification of the thma as a real emerging theme in international literature("hot topic"), the authors noted a significant gap in the Brazilian publications. The author propouses to use use the theoretical approach, that emerges fom the French social science, the "quality and conventions" aproach that are being use to understand the coordination of networks of agribusiness So, in Brazil, the Fair Trade still inscipiente because it does not comes from a "civic (moral) convention", that could be a necessary phase to achive de “market FAIR TRADE (COMERCIO JUSTO) COMO UM ‘TOPICO QUENTE” INTERNACIONAL E SUA ABORDAGEM NO BRASIL Jose Carlos Lazaro Silva-Filho Flavio Leandro Batista de Moura Cantalice 242 R. eletr. estrat. neg., Florianopolis, v.4, n.2, p. 223-244, jun./dez. 2011 convention”, in other side de developed countries began has a civic convention and are achiving the market as a new convention, assimilated by the retails networks.