What drives market construction for fair trade, organic, and GlobalGAP certification in the global citrus value chain? Evidence at the importer level in the Netherlands and the United States

Anne Mook and Christine Overdevest

Business Strategy and the Environment, 2021, vol. 30, issue 7, 2996-3008

Abstract: Because national governments have limited power to regulate the conditions of production abroad, voluntary certification schemes have come to play a significant role in transnational regulation of many global supply chains, particularly in the food sector, where multiple regulatory issues are in play and different certification schemes compete. However, we still know relatively little about the political‐economic factors that shape the construction of certified citrus markets for these competing standards. Based on an original dataset from a comparative survey of US and Dutch importers, this paper investigates factors that shape the construction of certification markets for citrus, focusing on the construction of markets for different kinds of certification schemes including Fair Trade, Organic, and GlobalGAP certification. The paper investigates from a comparative perspective whether the construction of markets differs across the US and Dutch political economies. The results show both the enduring effects of national political economies and the importance of global value chain dynamics. Across competing schemes, the industry‐sponsored business‐to‐business certification systems have outcompeted consumer‐facing label systems.

Date: 2021
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