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This paper examines the European Union-New Zealand Free Trade Agreement as a key example of the European Union’s normative power, emphasising sustainability, labor rights, and gender equality as core elements. Employing a qualitative case study methodology combined with Robert Entman’s framing analysis and Ian Manners’ tripartite ethical framework, this study investigates the rationale and motivation behind the EU’s push to incorporate Trade and Sustainability Development provisions in the agreement. This study reveals that European Union advances its normative agenda by leading through example, acting reasonably in cooperation, and striving to minimise harm, especially by respecting New Zealand’s robust preexisting standards. This study highlights how the Trade and Sustainable Development chapter employs cooperation rather than coercion to enforce commitments, modeling a newer generation of FTA. This agreement also reflects a strategic normative alignment between like-minded partners, integrating ethical considerations systematically into trade governance. Ultimately, this study argues that this FTA sets a new standard for embedding normative goals in trade agreements, offering a blueprint for future agreements balancing ethical ambitions with pragmatic economic cooperation. This balance enhances both normative influence and mutual economic benefit.
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