United We Buy: Re-Embedding the Economy into Society for a Sustainable World

It is increasingly argued that the environmental and social problems that afflict industrialized societies cannot be resolved without a change in citizens’ lifestyles and consumption practices. In recent years, the inability (or unwillingness) of institutions in proposing solutions and implement policies to address these issues have stimulated the development of new social movements that, while increasing general awareness on the social effects of consumption practices, have favored the emergence and spread of forms of procurement based on the direct relationship and solidarity between consumers and producers. The paper focuses on some new grassroots initiatives promoting alternative forms of consumption as a way to protect the environment and the right of workers, which have been very successful in Italy in the latest decade. Born in 1994 “Solidarity-based Purchase Groups” (or “Gruppi di Acquisto Solidale”) count today more than 900 groups. Their criteria for selecting producers flag up respect for the environment and solidarity, both amongst group members and with the producers. Nevertheless, such criteria are interpreted and appropriated on a strictly local basis. From many points of view, GAS are an important case study for understanding the mechanisms and decisional processes through which citizens can enter into a cooperative relationship amongst themselves and with individual producers or networks of producers, aiming for reciprocal benefit on a concrete basis, namely modifying the production processes towards a higher sustainability. The paper presents the results of two online questionnaires, filled out by 204 members of GAS in Lombardy and by 1658 families belonging to the same groups and reflects on the mechanisms that have fostered the spread of these forms of collective action, exploring both the reasons that have encouraged individuals to take part in these experiences as well as the internal organization and strategies of GAS.