Who defines "local"? Resistance to harmonizing standards in ethical markets

摘要: Standards for "ethical" goods provide activists and mission-driven pro- ducers with opportunities to clarify decisions so-called "ethical consumers" spur growth in these new markets. But certification schemes also raise moni- toring challenges, may confuse consumers create coop- tation by large corporate competitors. In this interview-based study, we examined the localism movement understand why social leaders might resist harmonization of standards. We find that define "local" at least five ways, argue they local pragmatic, philosoph- ical, strategic reasons. conclude tolerance multiple standards could be beneficial core market-oriented movements. If when groups turn more systematically political system, maintain- ing loose impede policy success. The "buy local" case suggests, however, as long market remains activists' primary mechanism change, decentralized governance ethical markets allow maintain a powerful voice defining products business practices.