Campaigning for sustainable food: sustainably certified consumer communities
Authors: Discetti, R.
Journal: British Food Journal
Volume: 123
Issue: 3
Pages: 958-973
ISSN: 0007-070X
DOI: 10.1108/BFJ-06-2020-0457
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 (FTT) movement in the UK. It combines netnographic analysis on the FTT’s online forum with interviews with members of the community and of the certification body coordinating the movement. Findings: The author conceptualises 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/value: 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 that market-oriented certification bodies can play in consumer activism. From a managerial perspective, it provides valuable insights into practitioners interested in fostering community engagement.
https://eprints.bournemouth.ac.uk/37017/
Source: Scopus
Campaigning for sustainable food: sustainably certified consumer communities
Authors: Discetti, R.
Journal: BRITISH FOOD JOURNAL
Volume: 123
Issue: 3
Pages: 958-973
eISSN: 1758-4108
ISSN: 0007-070X
DOI: 10.1108/BFJ-06-2020-0457
https://eprints.bournemouth.ac.uk/37017/
Source: Web of Science (Lite)
Campaigning for sustainable food: sustainably certified consumer communities
Authors: Discetti, R.
Journal: British Food Journal
Volume: 123
Issue: 3
Pages: 958-973
ISSN: 0007-070X
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 (FTT) movement in the UK. It combines netnographic analysis on the FTT’s online forum with interviews with members of the community and of the certification body coordinating the movement. Findings: The author conceptualises 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/value: 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 that market-oriented certification bodies can play in consumer activism. From a managerial perspective, it provides valuable insights into practitioners interested in fostering community engagement.
https://eprints.bournemouth.ac.uk/37017/
Source: BURO EPrints