Abstract
To develop a sustainable system that balances economic production, environmental ecology, and social equality in organic agriculture, the marginal stakeholders excluded from the mainstream certification mode took the initiative to form communities upholding exchange and cooperation to develop a new certification mode, called participatory guarantee system (PGS). To mitigate the challenge on the diffusion of PGS, this study adopts the isomorphism logic to explore the fitness of diverse PGS stakeholders for enhancing their recognition of the sustainable value on PGS. Based on 113 surveys for multilateral matching in green conservation label, the key research finding indicates that there are three types of stakeholder fitness, namely, similar background, external community, and professional complementarity. Supplementary with neo-institutional theory, which emphasizes the effect of institutional pressure on individual behavior, this study focuses on how marginal stakeholders diffuse a new institution by stakeholder alignment.
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