Kodagu, Karnataka, India
Unnamed Road Sodluru Kattemadu Karnataka 571252 IN
By viewing voluntary sustainability standards certifications as performative marketing tools, this paper addresses the question of how such certification schemes affect coffee value creation based on unique biodiversity conservation properties in coffee farming. 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. It draws 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”.
Lead organization:
School of Business, Economics and LawUniversity of Gothenburg
Study sector:
Agriculture focus:
Rainforest Alliance, UTZ
Study type:
Outcome or Impact Evaluation
Study design & methods:
Qualitative collection and analysis methods
Study scope:
Environmental issues
Published on:
November 12, 2016
Name of lead contact:
Cecilia Soler