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Campaigning for sustainable food: sustainably certified consumer communities.

Discetti, R., 2021. Campaigning for sustainable food: sustainably certified consumer communities. British Food Journal, 123 (3), 958-973.

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R._Discetti_Campaigning_for_sustainable_food.pdf - Accepted Version
Available under License Creative Commons Attribution Non-commercial.


DOI: 10.1108/BFJ-06-2020-0457


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.

Item Type:Article
Uncontrolled Keywords:Consumer movements; Sustainable certifications; Sustainable labels; Voluntary sustainability standards; Sustainable community movement organisations; Fairtrade Towns; Netnography; Consumer activism
Group:Bournemouth University Business School
ID Code:37017
Deposited By: Symplectic RT2
Deposited On:06 Jun 2022 11:22
Last Modified:06 Jun 2022 11:22


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