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Political Consumerism: Its Motivations, Power, and Conditions in the Nordic Countries and Elsewhere

Proceedings from the 2nd International Seminar on Political Consumerism, Oslo August 26–29, 2004

image of Political Consumerism: Its Motivations, Power, and Conditions in the Nordic Countries and Elsewhere

The concept of political consumerism draws on the observation that consumer choice and the rising politics of products is an increasingly important form of political participation, especially with regard to such issues as human rights, animal rights, global solidarity and environmental responsibility. The 2nd International Seminar on Political Consumerism was arranged to enhance our knowledge about political consumerism. This report includes revised versions of the papers that were presented and discussed at the seminar. Scholars from various disciplines presented papers that discussed and analyzed such topics as the characteristics of (especially Nordic) political consumers and their motivations to express their political concerns through market channels, how consumer power and individual choice can be linked to public influence, political and market conditions for the success, effectiveness, or failure of political consumerism as a regulatory tool, and the framing, mobilization, and organizational processes behind political consumerism.

English

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The Meaning of Information on Traceability of Fish for Establishment of Consumer Trust

This paper is based on a literature review, which is part of a research study on the role of information and traceability for the establishment of consumer trust to fish and seafood. The review and literature searches were guided by the following research questions: How is traceability defined? What/who are the driving forces for traceability? What type of information and labelling in relation to fish do consumers need and wish? What is the significance of traceability information and labelling to consumer trust in fish? These questions were used to explore more specifically in this paper if traceability is presented as a real consumer demand and a potential tool for consumers to express political views and increase market influence, or if it is mainly portrayed as a business strategy and marketing technique for food industry and retail. Food safety was originally the driving force for implementing traceability systems, but today it seems that food businesses, especially large producers and retailers, see it as an important commercial tool. In this paper we argue, by using fish as a case, that traceability has a potential to defetishise food commodities, i.e. help to increase consumer consciousness and assist consumers in taking moral responsibility in a global market.

English

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