The article explores the influence of ‘1968’ on the West German fair trade movement. It argues that 1968 constituted an ambivalent legacy for the perception of mass consumerism: while the 1960s student movement radically criticised modern consumer society, it also put new emphasis on consumer products as markers of individual identity. The article analyses this relationship by focusing on the design, representation and advertising of fair trade products by the German fair trade organation GEPA. The first two case studies examine the politicisation of fair trade products in its early campaigns in the 1970s and the subsequent attempts to use everyday products like coffee, tea and honey to educate consumers about their individual lifestyles. The third case study looks at the GEPA's first mail-order catalogues and asks how the GEPA tried to transform an icon of modern mass consumerism into a tool to communicate its fair trade approach.

中文翻译：

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消费反消费主义：德国公平贸易运动和“1968”的矛盾遗产

本文探讨了“1968”对西德公平贸易运动的影响。它认为 1968 年对大众消费主义的看法构成了矛盾的遗产：虽然 1960 年代的学生运动从根本上批评了现代消费社会，但它也重新强调了消费品作为个人身份的标志。本文通过关注德国公平贸易组织 GEPA 的公平贸易产品的设计、展示和广告来分析这种关系。前两个案例研究考察了 1970 年代早期活动中公平贸易产品的政治化，以及随后尝试使用咖啡、茶和蜂蜜等日常产品来教育消费者了解他们的个人生活方式的尝试。第三个案例研究着眼于 GEPA'