The Role of Consumers in Global Value Chain Governance

The Global Value Chains (GVC) framework has emerged as a way to conceptualise the globalisation of production systems. The governance of GVCs has received much attention in the extant literature; however, consumers have been considered unlikely to govern value chains not only because the production moves further away from consumer’s control, but also because consumers themselves benefit from the reduction in prices that GVCs cause. Yet, there are an increasing number of consumer-led attempts to govern value chains. Why and how do consumer-based groups contribute to the monitoring and governance of GVCs? This paper will provide a preliminary answer to this question through an exploratory case study of consumer activism against GMOs and glyphosate in the EU. It provides a novel framework of political action by groups, incorporating market-oriented action into lobbying frameworks. Ultimately, the globalisation of production and the shift towards buyer-driven supply chains and large lead firms have created new opportunities and targets for political action. Findings contribute to the growing understanding of new forms of social and private governance for GVCs, and particularly clarify the conditions under which public interest groups can play roles in governance. Original empirical material is presented from interviews and document analysis.