Companies increasingly attach sustainability standards to their criteria for safety and quality (Waddock and Bodwell 2004). These standards may include any type of responsible behavior, such as the way the company deals with natural resources (e.g., forests in timber production), waste materials, labor conditions, or social arrangements (e.g., maternity leave for employees). All these sustainability standards have different set ups and incentive structures and can be used in consumer and business-to-business markets. In consumer markets, they are communicated as a label (for example, the Fair Trade label). To primary producers and intermediary traders in international supply chains, standards are rules that they may voluntarily comply with. By complying with the standards, producers and traders receive licenses to sell, either a formal certificate or a designation of “preferred supplier” (Drumwright 1994; Ingenbleek et al., 2007; Maignan and McAlister 2003), because, by complying with the standards, they transfer the positive traits of the standards to the customer company.