This paper tries to show how the change in the organizational logic of the fair trade movement, embodied by fair trade labelling, has sparked the growth of ethical consumption. By establishing fair trade labels, the initial movement logic of political influence through education was supplemented and partly abandoned in favor of a market logic. Fair trade movements in Western Europe differ in the way they organize and market fair traded goods. Drawing on organizational institutionalism and social movement theories of economic opportunity structures, it is elaborated how the emergence of a new organizational form and its underlying logic shape consumption patterns. Hypotheses are empirically tested using a quantitative multilevel design. Organizational data on national fair trade movements compiled from an organizational survey of the European Fair Trade Association is combined with individual level survey data of the 1997 Eurobarometer for 12 European countries. Logistic hierarchical regression models reveal the crucial importance of the fair trade labels once diffused into consumer markets, controlling for organizational communication efforts as well as the number of distribution channels for individual fair trade consumption. Thus, adopting a market logic has been a powerful force in rendering fair trade successful.