VALORISING SUSTAINABLE CONSUMPTION: EMPIRICAL FINDINGS FROM FAIRTRADE TOWNS

Anthony Samuel
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Anthony Samuel: University of Wales Trinity Saint David, UK

No 41-42, Social Responsibility, Ethics and Sustainable Business from Bucharest University of Economic Studies

Abstract: This paper presents unique empirical insights into the marketing dynamics of the Fairtrade Towns Movement in the United Kingdom and specifically addresses the emergence of the movement’s ability to valorise sustainable consumption. From a comprehensive ethnographical application of grounded theory it theorises that the Fairtrade Towns Movement has generated a successful place based marketing dynamic that has valorised sustainable consumption. It explores Fairtrade Towns’ complex constructions, applications, functions and symbolic references to ‘validity’, building a conceptual overview of its purpose, relevance and application to valorising sustainable consumption. It argues that validity has played a key role in a number of ways that have transpired into aiding the mainstream success of Fair Trade marketing and the Fairtrade Towns Movement. Validity is presented in two distinct ways. Firstly validity is theorised as a condition that arises from symbolic associations with the products and processes of Fair Trade. Here several points of reference are used to theorise the importance of The Fairtrade Foundation, Fair Trade products and western consumers who’s symbolic significance are all recognised for their ability to valorise the marketing functions of a Fairtrade Town and sustainable consumption. Secondly validity is theorised as an outcome of symbolic interaction between individuals, organisation and places. The paper presents empirically evidence to suggest that individuals and organisations have gifted Fairtrade Towns with their social, intellectual and physical capital which has subsequently been developed into a marketing dynamic that is proven capable of valorising sustainable consumption.

Date: 2013-09
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Published in Working Papers Series on Social Responsibility, Ethics & Sustainable Business

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http://www.csrconferences.org/RePEc/aes/icsrog/2013/2013_2_031.pdf First version, 2013, September (application/pdf)

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Persistent link: https://EconPapers.repec.org/RePEc:aes:icsrog:wpaper:41-42

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