Success and failure of transnational certification regimes

J.-C. Janssen

Success and failure of transnational certification regimes

in The ethics of consumption

Autor:in:

J.-C. Janssen

J.-C. Janssen Cologne Graduate School of Management, Economics and Social Sciences, Richard-Strauss-Str. 2, 50931 Köln, Germany; janssen@wiso.uni-koeln.de

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Art:: Kapitel

Seiten:: 504–509

DOI:: https://doi.org/10.3920/9789086867844_082

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The Fairtrade certification mark gains scope and breadth through the certification of new product categories and the growth of sales with varying success across product categories. In this paper, I examine the conditions for successful market penetration of product categories carrying the Fairtrade certification mark in Germany and the United Kingdom. The variation of the degree of ethical consumption between product categories within the same ethical framework is assessed to investigate the role of firms and social movement actors in the process of commensuration. This approach contributes to the literature on commensuration in analyzing successful commensuration without shedding a blind eye on unsuccessful attempts to commensurate within the same ethical framework. From the viewpoint of ethical consumption, it explains why some categories are relevant for ethical affluent consumers while others fail to do so. Firms and social movement actors mobilize consumers and/or apply ethical codes to improve or sustain their relative position in product markets as proposed by Fligstein (2001). Combined, their strategic attempts cumulate in product launches with differing success. Through a narrative of the processes of commensuration of product categories under a common ethical metric, I unravel two different paths for product categories to gain relevance in the eyes of ethical consumers. Highly differentiated product categories get attached with ethical value through the mobilizing efforts of social movements and small firms, which establish a visible niche to encounter incumbent firms in the market. In contrast, the successful launch of undifferentiated products relies heavily on the promoting efforts of large supermarket chains, which offer those products on large scale. In both cases, the product categories have to share characteristics consistent with these strategies. The proposed narrative and the preliminary evidence described will further guide my analysis of successful and unsuccessful product launches.

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The ethics of consumption

The citizen, the market, and the law

ISBN:: 9789086867844

Verleger:: Wageningen Academic

Print-Publikationsdatum:: 01 Nov 2013

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Success and failure of transnational certification regimes

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The ethics of consumption

The citizen, the market, and the law

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