Political consumerism between individual choice and collective action: social movements,role mobilization and signalling

The notion of political consumerism has two implications. First, consumers wield some kind of power that they can use to effect social change through the marketplace. Second, political consumerism refers to and somehow combines the rationalities of two subsystems, politics and the economy. Yet regarding their everyday, individualized shopping decisions, consumers do not appear to command a great deal of power. What kind of influence, then, can individual economic decisions have on producers? Is that influence robust enough to attribute power to consumers? And if consumers do indeed have power, how can we conceive the implied translation of political concerns into the monetary logic of the economy? An answer to those questions needs to take into account the societal context of political consumerism. This paper analyses how political consumerism relates to the functional differentiation of modern society and how social movements are fundamental to understanding it. Through what I shall call role mobilization, social movements turn the role sets of their supporters into transmission belts for political objectives, and by authoritatively communicating those objectives, they provide signals to producers, who otherwise would not know a great deal about their consumers’ preferences.     

Supporting Social Enterprises to Support Vulnerable Consumers: The Example of Community Development Finance Institutions and Financial Exclusion

This article examines the role of social enterprises in providing fair services to vulnerable consumers, focusing on the vulnerability of low-income consumers to high-cost exploitative credit as a result of a lack of access to mainstream financial services. It will be argued that both the state and the corporate sector have a role to play in providing the means with which vulnerable consumers can overcome financial exclusion, through access to fair services. However, this cannot and should not be achieved through increased welfare provision or through reliance on corporate social responsibility initiatives alone. In rejecting solutions focused on increased welfare or voluntary corporate social responsibility initiatives, this article suggests that regulatory support for the development and growth of social enterprises, such as community development finance institutions, will most effectively give rise to a social framework in which vulnerability and unequal opportunity with respect to financial services is addressed.     

“Minding Our Business”: What the United States Government has done and can do to Ensure that U.S. Multinationals Act Responsibly in Foreign Markets

The United States Government does not mandate that US based firms follow US social and environmental law in foreign markets. However, because many developing countries do not have strong human rights, labor, and environmental laws, many multinationals have adopted voluntary corporate responsibility initiatives to self-regulate their overseas social and environmental practices. This article argues that voluntary actions, while important, are insufficient to address the magnitude of problems companies confront as they operate in developing countries where governance is often inadequate. The United States can do more to ensure that its multinationals act responsibly everywhere they operate. First, policymakers should define the social and environmental responsibilities of global companies. They must consistently make their expectations for global business clear – and underscore that this objective can often be accomplished without mandates. Second, the US should closely examine the policies that undermine global Corporate Social Responsibility (CSR) and address the many conflicting signals sent by policymakers. Third, the President should make the US government a CSR model by examining how to use its purchasing power to promote human rights. Finally, the US government should require pension funds to report on the social and environmental consequences of their investments. In these ways, Americans can mind our business – and thus make sure that US based firms do not undermine social and environmental progress when they operate in the developing world. Susan Aaronson is Senior Fellow and Director of Globalization Studies at the Kenan Institute Washington Center, an arm of the Kenan-Flagler Business School, University of North Carolina Chapel Hill. Her scholarly research focuses on international investment and social responsibility issues. Aaronson devised and directed a study, funded by the Ford, UN and Levi Strauss Foundations, that examined how U.S. public policies can promote or undermine global corporate social responsibility. She is now beginning a Levi-Strauss funded project on trade and human rights. Aaronson is a frequent speaker on public understanding of globalization issues and the author of four books on globalization including, Taking Trade to the Streets: The Lost History of Public Efforts to Shape Globalization (Michigan: 2001).     

Female consumers׳ intention to be involved in fair-trade product consumption in the U.S.: The role of previous experience,product features,and perceived benefits

Fair-trade practices include paying fair wages, supporting participatory workplaces and environmentally sustainable production, and developing long-term and supportive buyer-producer relationships (Kunz, G. I. and Garner, M. B. (2011), Going Global (2nd ed.), New York, NY: Fairchild Books). Fair-trade is both a political movement organized around the theme of trade justice, and the practice of particular types of trading and production relationships (Mare, A. L. (2008), The impact of fair-trade on social and economic development: a review of the literature, Geography Compass, 2, (6), 1922–1942). The aim of this study was to examine female consumers׳ previous experience, product features and perceived benefits of fair-trade product consumption. Specifically, the study examined how previous experience or lack of experience in fair-trade product consumption influences female consumers׳ purchase decisions by considering the impact of product features and perceived benefits. Results indicated that consumers who did not have fair-trade products experience made their purchase decision based on traditional product features (i.e., style and new trends). On the other hand, consumers who had experience with fair-trade products more consider ethical responsibility (i.e., perceived consumer effectiveness) in fair-trade shopping. Implications and limitations were discussed.     

Fair trade and global cognitive orientation: a focus on Spanish fair trade consumers

In the past few years, there has been an increase in the ‘ethical consumer’, characterized by more reflexive values like solidarity, social responsibility, multiculturalism and ecology. This idea has found support in the appearance and development of proposals like fair trade, along with others, such as responsible consumption, the recycling business or sustainable development. In a parallel way, also during the past few years, various analysts have pointed out that the phenomenon of globalization is changing not only the aspect of the world but also our way of perceiving it, which is progressively becoming a ‘global orientation’. In the framework of these two tendencies, this paper examines the extent to which ‘global orientation’ is also a characteristic of consumers of fair trade products. The paper presents a two‐phase exploratory study. The first phase, of a quantitative nature, showed the greater global orientation of Spanish consumers of fair trade products, and it obtained a typology of them. This typology showed, however, that not all the clusters of consumers of fair trade products have a high global orientation, which reveals that the relationship between this dimension and the consumption of fair trade products is not a direct, straightforward one. The subsequent qualitative study examined the components of this global orientation in each of the three clusters where the consumption of fair trade products was the highest. The results showed that the purchase of fair trade products is influenced by the ‘global orientation’ of the consumer, although other factors, such as a sense of social responsibility and trust in international non‐governmental organizations, can condition this influence.     

Organizational Leadership, Ethics and the Challenges of Marketing Fair and Ethical Trade

This article critically evaluates current developments in marketing fair trade labelled products and “no sweat” manufactured goods, and argues that both the fair trade and ethical trade movements increasingly rely on strategies for bottom-up change, converting consumers “one cup at a time”. This individualistic approach, which we call “shopping for a better world”, must, we argue, be augmented by more collectivist approaches to affect transformative change. Specifically, we look at the concept of mission-driven organizations pursuing leadership roles in developing affinity relationships to promote fair and ethical trade and developing ethical spaces. Increasingly, a range of organizations are restructuring their operations, so that their mission is reflected in ethical practices throughout their operations, including product sourcing and product sales. First, ethical purchasing policies operated by non-profits and public agencies represent markets through which fair/ethical products reach end consumers. The efforts discussed to create ethical spaces through direct democracy and electoral mandate build on a broad-based affinity with the principles of fair and ethical trade. Second, we explore the potential for “mission-driven” non-profit organizations, such as zoos and aquaria for merging their mission of conservation education with their marketing activities through the operation of their shops and cafés. Interesting initiatives to link the conservation message to food choices is being undertaken by a number of zoos and aquaria, while there is scope for increased linkages in the giftware sold in their shops.     

Fair Trade Standards,Corporate Participation,and Social Movement Responses in the United States

This article examines the development of and contestation over the standards for certified fair trade, with particular attention to the U.S. context. It charts fair trade’s rapid growth in the United States since the 1999 advent of formal certification, explores the controversies generated by the strategy of market mainstreaming in the sector, and focuses on five key issues that have generated particularly heated contention within the U.S. fair trade movement. It offers a theoretical framework based in the literatures on agrifood systems, social movements, and public-choice economics, for understanding the corporate response to alternative markets such as fair trade. The article suggests a typology of responses by social movement actors to this increased corporate participation, and assesses the relevance of the U.S. case for the future prospects of fair trade, both in other national contexts and as an international movement.     

How global is the Global Compact?

Launched by the United Nations in 2000, the Global Compact (GC) promotes private sector compliance with 10 basic principles covering human rights, labour standards, the environment, and anti-corruption. Its sponsors aim to establish a global corporate social responsibility (CSR) network based on a pledge to observe the 10 principles adopted by companies across the range of company size and regional origin, backed by a modest reporting system and collaborative programmes. The author analyzes the GC's progress toward building a global network from its launch through 2006 and finds that, while the GC's nominal membership base of nearly 3000 companies makes it the largest system among collective action institutions (CAIs) for corporate responsibility, the GC has not reached 'critical mass'. Deficiencies in its nascent global network include limited market penetration among the largest corporations, a membership heavily weighted toward Western European companies, and major weaknesses in compliance with its reporting system. The author concludes that the GC must improve both penetration and compliance if it is to succeed in building a global standard for CSR.     

“Fairtradization”: a performative perspective on fair trade markets and the role of retail settings in their enactment

In line with the Callonian approach in economic sociology, this paper introduces the concept of “fairtradization” to analyze the assemblages of human agents, material devices, and discourses through which the fair trade market is enacted. We argue that the retail setting is a key site for the enactment of particular versions of “fair trade,” focusing on a case study of the newly designed world shops in Flanders (Belgium). We reveal that the new shop design – aimed to address particular overflows resulting from the mainstreaming of fair trade – constitutes a multivocal shopping environment that enables four analytically distinct enactments of fair trade shopping. Our analytical approach opens up a more dynamic and complex understanding of fair trade beyond the unidirectional diagnosis of mainstreaming. More generally, it provides support for a radically performative view of consumption markets, pointing to the importance of retail settings as socio-material spaces for their enactment.     

美国“特保案”的政治经济学解析

美国于2009年9月悍然违反国际贸易公平规则对中国输美轮胎"特保";中国迅速"亮剑",对美国部分汽车和肉鸡产品采取反补贴和反倾销调查,由此可能引发一场中美之间甚至世界贸易大战,影响深远。"特保案"的本质是贸易保护主义。面临全球金融危机下新一轮的贸易摩擦,中国出口企业治标治本的对策建议是树立信心和决心,反对"双输"贸易保护行为,促成新的"双赢"贸易规则;精研世贸协定各项条款及国际贸易法,善于借助外国法律全力维护中国企业正当利益;将单纯依靠低价、数量的贸易增长方式转向以质取胜,调整经营策略和结构,扩大内需,实现出口贸易转型升级,提高产品核心竞争力,降低外贸依存度。     

Evaluating fair trade consumption: politics,defetishization and producer participation

This paper combines a critical review of the scholarly literature on fair trade with an analysis of data gathered during 19 months of ethnographic research conducted between 2001 and 2003 among the members of a Guatemalan fair trade coffee co‐operative and fair trade coffee roasters and advocates in the US. It explores three common claims made about fair trade consumption that: first, fair trade consumption emerges from the political choices and conscious reflexivity of Northern consumers; second, it defetishizes coffee by revealing the social and environmental conditions of the coffee production; and third, it forges equitable trade relationships between producers and consumers. While the research results demonstrate that there is some validity to each of the three claims, they also highlight two negative trends: the reinforcement of producer–consumer differences and low levels of farmer participation in fair trade networks beyond the realm of commodity production. In conclusion, the paper argues that overstating the exceptional nature of fair trade consumption weakens the market’s transformative potential. In order to nurture equitable trade partnerships fair trade must expand to accommodate a substantially higher degree of producer participation in administrative decision making and goal setting.     

Opening the black box of entrepreneurship: The Italian case in a historical perspective

This paper critically examines the discourse surrounding fair trade mainstreaming, and discusses the potential avenues for the future of the social movement. The authors have a unique insight into the fair trade market having a combined experience of over 30 years in practice and 15 as fair trade scholars. The paper highlights a number of benefits of mainstreaming, not least the continued growth of the global fair trade market (tipped to top $7bn in 2012). However, the paper also highlights the negative consequences of mainstreaming on the long-term viability of fair trade as a credible ethical standard.     

What do Corporations have to do with Fair Trade? Positive and Normative Analysis from a Value Chain Perspective

There has been tremendous growth in the sales of certified fair trade products since the introduction of the first of these goods in the Netherlands in 1988. Many would argue that this rapid growth has been due in large part to the increasing involvement of corporations. Still, participation by corporations in fair trade has not been welcomed by all. The basic point of contention is that, while corporate participation has the potential to rapidly extend the market for fair trade goods, it threatens key aspects of what many see as the original vision of fair trade – most notably a primary concern for the plight of small producers and the goal of developing an alternative approach to trade and development – and may even be undermining its long-term survival. The primary purpose of this article is to explore the normative issues involved in corporate participation in fair trade. In order to do that, however, it first provides a positive analysis of how corporations are actually involved in fair trade. In order to achieve both of these ends, the article draws upon global value chain analysis.     

Rights and Corporate Social Responsibility: Competing or Complementary Approaches to Poverty Reduction and Socioeconomic Rights?

Following the situation of poverty in the rights paradigm, this paper explores the links between the rights-based and corporate social responsibility (CSR) approaches to the realization of socioeconomic rights in the broader context of an emerging recognition of CSR as private regulation of business behaviour. It examines complex theoretical and practical dimensions of responsibility and potential contributions of businesses to poverty alleviation and clarifies the apparent paradox of legal compulsion of essentially voluntary CSR activities. Rather than treat rights and CSR as parallel approaches to protecting socioeconomic rights, it is argued that CSR can be part of a coherent framework of laws and policies for legally translating broad human rights commitments to poverty reduction into concrete programmes. The paper demonstrates how legally propped CSR arrangements can support poverty reduction and appropriate task-specific contextualised definitions and boundaries of CSR that complement the rights-based approach. It is argued that human rights principles have normative dimensions to guide and help formulate policies, programmes and practices, which in turn allow for a creative use of and legal prop to CSR. The conceptualization of human rights is not restricted to one implementation method, and CSR can partly satisfy states’ human rights obligations and transcend the narrow conventional human rights discourse on obligations of non-state actors.     

Value Creation,Management Competencies,and Global Corporate Citizenship: An Ordonomic Approach to Business Ethics in the Age of Globalization

This article develops an “ordonomic” approach to business ethics in the age of globalization. Through the use of a three-tiered conceptual framework that distinguishes between the basic game of antagonistic social cooperation, the meta game of rule-setting, and the meta-meta game of rule-finding discourse, we address three questions, the answers to which we believe are crucial to fostering effective business leadership and corporate social responsibility. First, the purpose of business in society is value creation. Companies have a social mandate to organize mutually advantageous cooperation. Second, business ethics should teach the management competencies necessary to fulfill business’s societal mandate. These competencies are optimization competence in the basic game of value creation, governance competence in the meta game of (political) rule setting, and the three discourse-related skills of orientation competence, reception competence, and communication competence necessary for engaging in the meta-meta game. Third, companies can help solve global problems through global corporate citizenship if they participate as political and moral actors in rule-setting processes and rule-finding discourse aimed at laying the foundation for value creation on a global scale.     

In search of fair trade: ethical consumer decision making in France

While the market for fair trade products has been growing in many countries, this paper examines the French market where fair trade remains marginal but is experiencing growth. Using a modified Theory of Planned Behaviour framework the research examines consumer intention to purchase fair trade grocery products in order to explain the pertinent decision‐making criteria of both consumers of and potential consumers of fair trade. Results reveal that concerned consumers should not be treated as one homogeneous group, rather, the distinct variations in the factors that influence their decision making must be considered when promoting, labelling and distributing fair trade products. Implications for both sustaining and developing the market for fair trade products in the future are highlighted and discussed.     

企业社会责任信息披露与股票价格关系研究——沪市民营企业的经验证据

文章以2009年沪市A股222家民营上市公司为研究样本实证检验了民营企业社会责任信息披露与股票价格的关系,结果表明,民营企业社会责任信息披露与股票价格负相关。结合企业社会责任实践及其信息披露现状、投资者基于企业社会责任的投资理念以及资本市场有效性,从作用机制视角分析了形成民营企业社会责任信息披露与股票价格关系的深层原因,并由此就改进企业社会责任及信息披露实践和促进资本市场健康发展为上市民营企业、资本市场投资者和监管者带来启示。     

企业社会责任与贸易壁垒研究

文章结合国际贸易法学和公司治理学两种范式探讨了企业社会责任运动中出现的"贸易壁垒化"倾向,比较分析了"绿色贸易壁垒"、"蓝色贸易壁垒"两种主要形式对发展中国家及整个国际贸易自由化产生的消极影响。我国"入世"后,为应对新近出现的"蓝色贸易壁垒",政府和企业需要借鉴以往GATT/WTO框架内应对"绿色贸易壁垒"的立法和司法经验。     

The sublime and consumer behavior: Consumption as defense against the infinite

The latest financial crisis has aroused public discussion about the moral aspects of financial speculation and the rights and responsibilities of different market actors, including private consumers of financial products. Shifting the focus away from the level of individual morals and choices, this paper sets out to trace the discursive “conditions of possibility” for reflective and responsible financial consumption. Through a critical discourse analysis of media and marketing texts, the paper identifies and examines four conventionalized discourses of stock market investing: market mechanics, market psychology, market participation, and market expertise. The paper shows how each of these widely normalized discourses articulates investing as an individual enterprise of wealth management, devoid of broader social or political relevance. It is argued that the prevalence of such representations is likely to discourage social awareness with regard to financial consumption and to impede the establishment of fair and sustainable market practices.     

Consumers’ subjective and objective consumerism knowledge and subsequent complaint behaviour concerning consumer electronics: a South African perspective

Although there is immense international support for consumer protection, the notion exists that consumer protection can only exist in developed countries with ample fiscal resources and expertise to properly act in the interest of consumers. This conception leaves consumers in emerging and transitional economies in a difficult position as these economies indeed generally lack sufficient funding and the required capacity to educate consumers on their rights. With the South African Consumer Protection Act that came into effect in 2011, South African consumers can now claim to be among the best protected consumers in the world. However, many consumers are still not aware of their consumer rights, and do not have the necessary knowledge to pursue redress when they are dissatisfied. The objective of this research was therefore to explore and describe the relationship between consumers’ knowledge of consumerism (consumer protection) and their consumer complaint behaviour (CCB) concerning their dissatisfaction with a technologically advanced product, in this case, a consumer electronic product. This study attempts to differentiate between subjective consumerism knowledge and objective consumerism knowledge and by extension the measures used. In addition, we explored and described the relationship between demographic variables and levels of subjective and objective consumerism knowledge as well as the combined effect of the two types of knowledge on CCB. The findings revealed that the respondents had a reasonable level of subjective consumerism knowledge relative to a low level of objective consumerism knowledge. No significant relationship was found between subjective consumerism knowledge and demographic variables. However, the factors of race, gender and level of income were related to objective knowledge. A higher level of subjective knowledge could be associated with public action. Respondents with reasonable levels of objective knowledge were also better equipped to take private and public action. CHAID (Chi‐Square Automatic Interaction Detection) analysis highlighted that a combination of subjective and objective knowledge was the best predictor of taking public action only and of taking both private and public complaint action. The study has implications for policy makers, consumer protection organisations, retailers and the individual consumer. Our approach to measuring knowledge of consumerism could possibly be applied in other emerging contexts where consumers generally lack awareness of consumer protection.