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How Can High-Biodiversity Coffee Make It to the Mainstream Market? The Performativity of Voluntary Sustainability Standards and Outcomes for Coffee Diversification

Solér, Cecilia, 1962- (författare)
Göteborgs universitet, Centre for Business in Society, Företagsekonomiska institutionen, Marknadsföring, Gothenburg University, Centre for Business in Society, Department of Business Administration, Marketing Group
Sandström, Cecilia, (författare)
Göteborgs universitet, Företagsekonomiska institutionen, Gothenburg University, Department of Business Administration
Skoog, Hanna, (författare)
Göteborgs universitet, Företagsekonomiska institutionen, Gothenburg University, Department of Business Administration
Göteborgs universitet Handelshögskolan. Centre for Business in Society. 
Göteborgs universitet Handelshögskolan. Företagsekonomiska institutionen, Marknadsföring. 
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Göteborgs universitet Handelshögskolan. Företagsekonomiska institutionen. 
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2017
Engelska.
Ingår i: Environmental Management. - 0364-152X .- 1432-1009. ; 59:2
  • Tidskriftsartikel (refereegranskat)
Abstract Ämnesord
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  • This article investigates the outcomes of mainstream coffee voluntary sustainability standards for high-biodiversity coffee diversification. By viewing voluntary sustainability standards certifications as performative marketing tools, we address the question of how such certification schemes affect coffee value creation based on unique biodiversity conservation properties in coffee farming. To date, the voluntary sustainability standards literature has primarily approached biodiversity conservation in coffee farming in the context of financial remuneration to coffee farmers. The performative analysis of voluntary sustainability standards certification undertaken in this paper, in which such certifications are analyzed in terms of their effect on mutually reinforcing representational, normalizing and exchange practices, provides an understanding of coffee diversification potential as dependent on standard criteria and voluntary sustainability standards certification as branding tools. We draw on a case of high-biodiversity, shade-grown coffee-farming practice in Kodagu, South-West India, which represents one of the world’s biodiversity “hotspots”.

Ämnesord

NATURVETENSKAP  -- Geovetenskap och miljövetenskap -- Miljövetenskap (hsv//swe)
NATURAL SCIENCES  -- Earth and Related Environmental Sciences -- Environmental Sciences (hsv//eng)
SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
SOCIAL SCIENCES  -- Economics and Business -- Business Administration (hsv//eng)

Nyckelord

Voluntary sustainability standards
Biodiversity
Marketing performativity
Coffee certification

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