한국 소비자생협의 공정무역 실천 다양성:제도논리와 담론실천

This paper examines how and why organizations using the same institutional logic diversify their practices by highlighting the relationships between the actors' values, discourse, and practices. To expand the concept of discursive practice, this paper suggests that organizations develop heterogeneous practices through four processes: translation, reframing, text production, and action. Based on the analytical model, it explores the Fair Trade practices of the largest Korean consumer cooperatives, including iCOOP, Dure, and Hansalim. Despite developing in similar institutional contexts, each has constructed distinctive Fair Trade practices. Despite their discourse practices being created using similar institutional logic, Korean cooperatives’ Fair Trade discourse practices have developed differently. The implications of this paper are as follows. Firstly, it theoretically demonstrates that organizations influenced by the same institutional logic develop different practices through discourse translation. Secondly, the paper provides practical implications based on Korean cooperatives having different practices despite the same institutional logic background, which can help the cooperatives utilize better management practices.