This study aims to examine how universities participate in Fair Trade and to analyze the role of universities as institutional entrepreneurs in promoting Fair Trade. Existing studies have primarily focused on Fair Trade towns and cities, while the role of universities in Fair Trade has been relatively underexplored. Therefore, this study selects Sungkonghoe University as its case, which is one of only two Fair Trade Universities in Korea and the only institution in the Seoul metropolitan area to have obtained Fair Trade University certification in 2021. It employs the concepts of institutional entrepreneurship and ethical consumption literacy as analytical frameworks to explain the role of universities. It employs the concepts of institutional entrepreneurship and ethical consumption literacy as analytical frameworks to explain universities' roles. Specifically, this study analyzes documentary data based on a thematic analysis approach. The theoretical and practical implications of this study are as follows. First, by examining universities, an area insufficiently addressed in existing Fair Trade research, through the lenses of institutional entrepreneurship and ethical consumption literacy, this study provides a theoretical explanation of universities' role in the Fair Trade movement. Second, this study offers practical implications for policymakers and university administrators regarding how to design and implement Fair Trade initiatives.