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Campaigning for sustainable food: sustainably certified consumer communities

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Campaigning for sustainable food: sustainably certified consumer communities. / Discetti, Roberta.

In: British Food Journal, 09.11.2020.

Research output: Contribution to journalArticlepeer-review

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@article{e60a6cc421d048658ea00255a6bba8c2,
title = "Campaigning for sustainable food: sustainably certified consumer communities",
abstract = "Purpose – The purpose of this paper is to investigate the relationship between consumer movements and sustainability certification bodies in the development of food-related consumer campaigns.Design/methodology/approach – This paper adopts a longitudinal approach to the study of an empirical case, the Fairtrade Towns movement in the UK. It combines netnographic analysis on the Fairtrade Towns online forum with interviews with members of the community and of the certification body coordinating the movement. Findings – I conceptualise Sustainably Certified Consumer Communities (SCCC) as a distinct sub-group of consumer movements whose identity coalesces around a sustainable certification and that mobilises supporters with the purpose of promoting social change through the marketplace. The longitudinal approach allows the identification of definitional elements, main practices and unresolved tensions of this concept.Originality – Research addressing the social movement dimension of contemporary food-related sustainability certification is limited. The present study advances consumer research through the conceptualisation of SCCC and contributes to a new understanding of the political roles market-oriented certification bodies can play in consumer activism. From a managerial perspective, it provides valuable insights to practitioners interested in fostering community engagement.",
keywords = "consumer movements, sustainable certifications, voluntary sustainability standards, sustainable consumption, Sustainable supply chains, consumer activism, fair trade, Netnography",
author = "Roberta Discetti",
note = "Not yet published, so DOI not yet working - 10.1108/BFJ-06-2020-0457",
year = "2020",
month = nov,
day = "9",
doi = "10.1108/BFJ-06-2020-0457",
language = "English",
journal = "British Food Journal",
issn = "0007-070X",
publisher = "Emerald Group Publishing Ltd.",

}

RIS

TY - JOUR

T1 - Campaigning for sustainable food: sustainably certified consumer communities

AU - Discetti, Roberta

N1 - Not yet published, so DOI not yet working - 10.1108/BFJ-06-2020-0457

PY - 2020/11/9

Y1 - 2020/11/9

N2 - Purpose – The purpose of this paper is to investigate the relationship between consumer movements and sustainability certification bodies in the development of food-related consumer campaigns.Design/methodology/approach – This paper adopts a longitudinal approach to the study of an empirical case, the Fairtrade Towns movement in the UK. It combines netnographic analysis on the Fairtrade Towns online forum with interviews with members of the community and of the certification body coordinating the movement. Findings – I conceptualise Sustainably Certified Consumer Communities (SCCC) as a distinct sub-group of consumer movements whose identity coalesces around a sustainable certification and that mobilises supporters with the purpose of promoting social change through the marketplace. The longitudinal approach allows the identification of definitional elements, main practices and unresolved tensions of this concept.Originality – Research addressing the social movement dimension of contemporary food-related sustainability certification is limited. The present study advances consumer research through the conceptualisation of SCCC and contributes to a new understanding of the political roles market-oriented certification bodies can play in consumer activism. From a managerial perspective, it provides valuable insights to practitioners interested in fostering community engagement.

AB - Purpose – The purpose of this paper is to investigate the relationship between consumer movements and sustainability certification bodies in the development of food-related consumer campaigns.Design/methodology/approach – This paper adopts a longitudinal approach to the study of an empirical case, the Fairtrade Towns movement in the UK. It combines netnographic analysis on the Fairtrade Towns online forum with interviews with members of the community and of the certification body coordinating the movement. Findings – I conceptualise Sustainably Certified Consumer Communities (SCCC) as a distinct sub-group of consumer movements whose identity coalesces around a sustainable certification and that mobilises supporters with the purpose of promoting social change through the marketplace. The longitudinal approach allows the identification of definitional elements, main practices and unresolved tensions of this concept.Originality – Research addressing the social movement dimension of contemporary food-related sustainability certification is limited. The present study advances consumer research through the conceptualisation of SCCC and contributes to a new understanding of the political roles market-oriented certification bodies can play in consumer activism. From a managerial perspective, it provides valuable insights to practitioners interested in fostering community engagement.

KW - consumer movements

KW - sustainable certifications

KW - voluntary sustainability standards

KW - sustainable consumption

KW - Sustainable supply chains

KW - consumer activism

KW - fair trade

KW - Netnography

U2 - 10.1108/BFJ-06-2020-0457

DO - 10.1108/BFJ-06-2020-0457

M3 - Article

JO - British Food Journal

JF - British Food Journal

SN - 0007-070X

ER -

ID: 22532472