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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dc.contributor.author Chin, Amy
dc.date.accessioned 2012-02-15T07:10:11Z
dc.date.available 2012-02-15T07:10:11Z
dc.date.issued 2011 en_US
dc.identifier.uri http://hdl.handle.net/2043/13398
dc.description.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. en_US
dc.language.iso eng en_US
dc.publisher Malmö högskola/Kultur och samhälle
dc.subject Communication en_US
dc.subject sustainable consumption en_US
dc.subject Fair Trade en_US
dc.subject Fairtrade City en_US
dc.subject social marketing en_US
dc.title It’s Not Easy Being Fair: Promoting Sustainable Consumption as a Fairtrade City – the Case of Malmö en_US
dc.type H1 en_US
dc.setspec.uppsok HumanitiesTheology
dc.description.other Award-winning Master thesis for the academic year 2010-2011. en_US
mahlocal.xprt.faculty2019 KS
mahlocal.xprt.institution2019 US
mahlocal.xprt.program Sustainable Urban Management
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