Branding of Fiji's bottled water: edging into sustainable consumption

Abstract

Small developing economies are struggling to achieve the economic growth rates required to provide a decent standard of living to their population. For them to survive in an increasingly competitive global economy, they will have to differentiate their products by targeting issues which the consumers in the global market are quite responsive to. In this paper, we argue that Fiji bottled water exporters have successively marketed their products by exploiting the sustainable dimension of consumption, given the widespread concern for it in high-income countries. We argue that the branding of these products has been in relation to health, environment and lifestyle issues. We further demonstrate that the sustainable consumption dimension of branding has been enhanced thanks to the remoteness and exoticised small-island nature of Fiji.

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