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This article looks at the contribution of fair trade to the ecological transition. The relationship between sustainable production methods and the ecological transition is discussed. Consumer demand for fair trade products has now changed with the ecological transition, by including more social issues and environmental concerns. However, this demand comes up against behavioral and historical limits. Marketing can play a role in promoting ethical consumption through sustainable actions. We show that fair trade contributes to the ecological transition by meeting the expectations of consumers and market players through sustainable marketing initiatives. The first part is devoted to the challenges of the ecological transition and consumer expectations on the fair trade market. The second part presents the actions taken by players in the field, including producer organizations (in West Africa), in favor of the ecological transition. In the discussion, we analyze the contribution of sustainable marketing to promoting ecological and social transition.