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The aim of this thesis is to examine the properties of the municipalities in Sweden that influence the choice of being a certified Fairtrade city. The independent variables which are used in the statistical analysis are municipal governance, local tax rate, whether there is an university and/or university college in the municipality, average income and higher education in the municipality. The variables are examined by logistic regression. Since there are no statistical data on ethical procurement, this exogenous variable isn’t included in the regression. Through interviews with representatives of municipalities in Sweden with and without Fairtrade city certification and logistic regression we have been able to reach a result. The interviews gave an insight in how a municipality in reality acts when it comes to the certification Fairtrade city. The result of the statistical analysis is that a larger proportion with higher education in the population, having university and/or university college in the municipality and a Leftist majority (Social Democrats, Environmental Party and Left Party) on the Municipality Council increase the probability that a municipality is a certificated Fair trade city. / Uppsatsens syfte är att undersöka vilka egenskaper hos kommuner i Sverige som kan påverka valet av att vara en diplomerad Fairtrade city. De oberoende variabler som används i den statistiska analysen, är kommunens politiska styre, kommunalskattesats, om det finns universitet och/eller högskola i kommunen, medelinkomst samt eftergymnasial utbildning inom kommunen. Variablerna undersöks med logistisk regression. Etisk offentlig upphandling finns ingen statistisk data över, därför är denna exogena variabel inte med i studiens logistiska regressionsmodell. Med hjälp av intervjuer med kommuner i Sverige som har diplomeringen respektive inte har den, har vi haft möjlighet att komplettera vårt resultat från den logistiska regressions analysen. Intervjuerna gav en insikt i hur en kommun i verkligheten ställer sig kring diplomeringen Fairtrade city. Resultat visar sannolikheten att en kommun är Fairtrade city är större ju högre andel av befolkningen som har eftergymnasial utbildning; om kommunen har universitet och/eller högskola och om den har ett vänsterstyre.

<p>Fairtrade is a certification of products that has grown from the criticism of conventional trade. By increasing the focus on the producers’ economic and social conditions, poverty can be fought and the producers’ voice in the marketplace can be strengthened. Fairtrade City is a certification for municipalities who wish to engage in ethical consumption.</p><p> </p><p>The purpose of this thesis is to understand the Fairtrade City concept and how this can be a tool for working towards sustainable development. To be more concise, we want to answer the following questions: Why does Örebro municipality work with the Fairtrade City certification and how can Fairtrade City be used as tool for working towards sustainable development? The thesis is based on qualitative interviews and e-mail interviews with members of the steering committee for Örebro Fairtrade City and on literature studies.</p><p> </p><p>We have in our thesis identified Örebro Fairtrade City as a result of 1) that Örebro municipality through Fairtrade City wants to change their surrounding environment by engaging in ethical trade 2) that the surrounding environment effects Örebro municipality through isomorphism regarding its way to deal with sustainable development 3) that the municipality through its work with ethical trade becomes legitimized by their surrounding environment. As a tool Fairtrade City is a prepackaged and easily implemented way for municipalities to work with sustainable development.</p>

Fairtrade is a certification of products that has grown from the criticism of conventional trade. By increasing the focus on the producers’ economic and social conditions, poverty can be fought and the producers’ voice in the marketplace can be strengthened. Fairtrade City is a certification for municipalities who wish to engage in ethical consumption.   The purpose of this thesis is to understand the Fairtrade City concept and how this can be a tool for working towards sustainable development. To be more concise, we want to answer the following questions: Why does Örebro municipality work with the Fairtrade City certification and how can Fairtrade City be used as tool for working towards sustainable development? The thesis is based on qualitative interviews and e-mail interviews with members of the steering committee for Örebro Fairtrade City and on literature studies.   We have in our thesis identified Örebro Fairtrade City as a result of 1) that Örebro municipality through Fairtrade City wants to change their surrounding environment by engaging in ethical trade 2) that the surrounding environment effects Örebro municipality through isomorphism regarding its way to deal with sustainable development 3) that the municipality through its work with ethical trade becomes legitimized by their surrounding environment. As a tool Fairtrade City is a prepackaged and easily implemented way for municipalities to work with sustainable development.

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. / Award-winning Master thesis for the academic year 2010-2011.