It’s Not Easy Being Fair: Promoting Sustainable Consumption as a Fairtrade City – the Case of Malmö

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It’s Not Easy Being Fair: Promoting Sustainable Consumption as a Fairtrade City – the Case of Malmö

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Publication Other
Title It’s Not Easy Being Fair: Promoting Sustainable Consumption as a Fairtrade City – the Case of Malmö
Author(s) Chin, Amy
Date 2011
English abstract
This case study sets out to gain an understanding of the complexities involved in promoting sustainable consumption by looking at Malmö Fairtrade City’s communication approach and the challenges it faces. Analyzing empirical data from in-depth interview and archival documentation, the results show that Malmö Fairtrade City uses a mix of multi-step and network approaches in its communication. Although its way of promoting Fairtrade consumption displays some features of social marketing, it is not yet an ideal premise for the approach unless it aims explicitly at changing behaviour. Despite having the municipality as a power and credible sender, it still has to overcome hurdles such as getting people interested in Fairtrade and operating with little resources. It is hoped that results from this study could provide insights for communities interested in becoming Fairtrade Cities and programmes that aim at promoting sustainable consumption.
Buy print http://webshop.holmbergs.com/...13398 (print-on-demand service)
Language eng (iso)
Subject(s) Communication
sustainable consumption
Fair Trade
Fairtrade City
social marketing
Humanities/Social Sciences
Research Subject Categories::SOCIAL SCIENCES
Note Award-winning Master thesis for the academic year 2010-2011.
Handle http://hdl.handle.net/2043/13398 (link to this page)

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