The dynamics of ‘Moralized Markets’: a field perspective

Abstract

This article describes the distinctive features and structural properties of ‘moralized markets’, that is, markets in which producers set higher moral standards than those governing conventional market practices, and consumers buy products that respect those higher moral standards. Starting from a critical discussion of existing theoretical conceptualizations in terms of conventionalization/co-optation, quality conventions and resource partitioning, this article conceptualizes moralized markets as fields where actors are in strategic interaction. Using illustrations from several empirical studies, it suggests that all moralized markets are composed of a plurality of actors whose understanding of and commitments to moral principles vary. It reveals the main dimensions of the field, characterizes typical positions, and identifies and describes the core strategies used in struggles around field boundaries and the issues of policing and regulation of field settlements. The article concludes by offering six propositions regarding different possible outcome scenarios for the dynamics of moralized market fields, highlighting the role of the state for the stabilization of field settlements.

Direct social action beyond party politics. How new subjectivities change the idea of social transformation

“…In response, alternative action organizations pursuing direct social transformations create new and complementary conjunctions between (a) their goals of and experimental work with social alternatives, (b) a perspective of collective efficacy and power to realise their goals and (c) the identity demands and subjectivities of their members and sympathisers. This does neither imply that all progressive alternative action organizations in Germany act the same way nor that traditional repertoires of contentious actions and resistance are discarded altogether (Balsiger 2019;de Moor et al 2019). However, it does imply that forming a stable strategic coalition with a political party is not part of this equation anymore.…”

Global Markets, Corporate Assurances, and the Legitimacy of State Intervention: Perceptions of Distant Labor and Environmental Problems

“…We contend that the desire for state intervention is likely to be activated to different degrees depending on the controversies encountered, the principles they evoke, and various actors’ strategic attempts to promote or avoid market restrictions. In the contentious fields that constitute contemporary moralized markets, the strategic and competing claims of advocacy organizations and corporations are especially central (Balsiger 2021). We therefore turn to research on transnational advocacy and corporate responsibility to theorize these claims and their currencies.…”

Political consumerism and food activism

“…Society has a role to play inasmuch as social movement seek to create new norms for the consumption of goods and services. They contribute to the moralization of markets (Balsiger, 2019). The transformations associated with political consumerism imply a commodification of political values since new norms for the production of goods and services add to their financial value.…”

“…Social movements that engage in market-based transformations -the moralization of markets -are heterogeneous. They include both radical actors who seek major transformations and moderate ones who seek compromise and collaboration with corporations (Balsiger, 2019). Processes of market moralization are associated with the creation of brands or labels to identify goods produced in compliance with stricter environmental or social norms.…”