ABSTRACT

In this paper, I argue that the historical change in the organizational logic of the Fair Trade movement, embodied by Fair Trade labeling, has had an important effect on the emergence of ethical consumption in Europe. By establishing Fair Trade labels, the initial movement logic of political influence through education was supplemented and partly abandoned in favor of a market logic. Fair Trade movements in Western Europe differ in the way they organize and market fair traded goods. Drawing on organizational institutionalism and social movement theories of economic opportunity structures, it is elaborated how the emergence of a new organizational form and its underlying logic shape consumption patterns. Hypotheses are empirically tested using a quantitative multilevel design. Organizational data on national Fair Trade movements compiled from an organizational survey of the European Fair Trade Association are combined with individual-level survey data of the 1997 Eurobarometer for 12 European countries. Logistic hierarchical regression models reveal the crucial importance of the Fair Trade labels once diffused into consumer markets, controlling for organizational communication efforts as well as the number of distribution channels for individual Fair Trade consumption. Thus, adopting a market logic has been a powerful force in rendering Fair Trade successful.

摘要

在本文中，我认为，以公平贸易标签为代表的公平贸易运动组织逻辑的历史变化，对欧洲道德消费的兴起产生了重要影响。通过建立公平贸易标签，通过教育补充了政治影响的最初运动逻辑，并部分放弃了市场逻辑。西欧的公平贸易运动在组织和销售公平交易商品的方式上有所不同。利用组织机构主义和经济机会结构的社会运动理论，阐述了一种新的组织形式的出现及其潜在的逻辑如何影响消费模式。假设使用定量多级设计进行经验测试。根据欧洲公平贸易协会的组织调查得出的有关国家公平贸易动向的组织数据，与1997年欧洲晴雨表对12个欧洲国家的个人调查数据相结合。逻辑层次回归模型揭示了公平贸易标签一旦扩散到消费者市场中的至关重要性，它可以控制组织的沟通努力以及个人公平贸易消费的分销渠道数量。因此，采用市场逻辑一直是使公平交易取得成功的强大力量。逻辑层次回归模型揭示了公平贸易标签一旦扩散到消费者市场中的至关重要性，它可以控制组织的沟通努力以及个人公平贸易消费的分销渠道数量。因此，采用市场逻辑一直是使公平交易取得成功的强大力量。逻辑层次回归模型揭示了公平贸易标签一旦扩散到消费者市场中的至关重要性，它可以控制组织的沟通努力以及个人公平贸易消费的分销渠道数量。因此，采用市场逻辑一直是使公平交易取得成功的强大力量。