While questions about the environmental sustainability of contemporary farming practices and the socioeconomic viability of rural communities are attracting increasing attention throughout the US, these two issues are rarely considered together. This paper explores the current and potential connections between these two aspects of sustainability, using data on community members’ and farmers’ views of agricultural issues in California’s Central Valley. These views were collected from a series of individual and group interviews with biologically oriented and conventional farmers as well (...) as community stakeholders. Local marketing, farmland preservation, and perceptions of sustainable agriculture comprised the primary topics of discussion. The mixed results indicate that, while many farmers and community members have a strong interest in these topics, sustainable community development and the use of sustainable farming practices are seldom explicitly linked. On the other hand, many separate efforts around the Valley to increase local marketing and agritourism, improve public education about agriculture, and organize grassroots farmland preservation initiatives were documented. We conclude that linking these efforts more explicitly to sustainable agriculture and promoting more engagement between ecologically oriented farmers and their communities could engender more economic and political support for these farmers, helping them and their communities to achieve greater sustainability in the long run. (shrink)

From the perspective of at least some of our valuing practices, the advance of the sciences can seem to constitute a threat. The question I take up in this dissertation is whether or not naturalism--understood as the picture of the world and of ourselves bequeathed to us by the sciences--should be understood as a threat to our moral practices, to moral living. On the account I defend, the knowledge we gain from empirical inquiry need not undermine moral living in toto, (...) although a naturalistic mindset does raise some possibly dangerous questions for particular inherited moral norms and ideals. In defense of my claim that the examined life need not destroy the moral life, I develop a social view of morality. On this view, both moral authority and moral justification are viewed as fundamentally social phenomena, and morality itself as a tool for social living. With a case study on the development of the ethics of care, I illustrate ways in which a concern for empirically truthful representations of humanity can also dovetail with liberatory political concerns. That is, I defend not only the claim that moral living can survive critical scrutiny, but also the claim that it can be enriched by this scrutiny--that the truth can be transformative. Expansive moral ideals, such as those humanist views that see progress in the expansion of our moral vocabularies and institutions, are compatible with a naturalistic outlook, I argue. However, a strong defense of humanist views, according to which such ideals flow unproblematically from the nature of reason or from the history of ethical practice, does not seem possible. A weak defense of humanism, which connects the ideals of humanists to more widely held values, seems more promising. In working socially and politically for their cause, I contend that humanists in some sense have the truth on their side: sexist, racist, classist, or otherwise inegalitarian views regularly trade in falsehoods and obfuscation. Empirically truthful accounts of particular inherited norms and ideals thus continue to be dangerous, at least for those invested in the continued existence of the corresponding institutions. (shrink)

Although there is increasing public criticism of intensive livestock production, the market share of meat with an animal welfare standard exceeding legal requirements remains small. Food retailers, in their role as gatekeepers, can influence changes in production and consumption patterns. Their strategic role between farmers and consumers allows them to control commodity, information and value flow and therefore places them into a key position when it comes to the distribution of meat with a higher animal welfare standard. The aim of (...) this explorative study is to identify factors which motivate food retailers to take on the marketing of products of increased animal welfare standards, in this case, pasture-based beef. Nine in depth-interviews were conducted with representatives of the food retail industry. The interviews took place in June 2018, followed a structured guideline and were transcribed verbatim. The transcripts were categorized and evaluated using qualitative content analysis. Results showed that food retailers are driven by both extrinsic and intrinsic motives. The main extrinsic motive is the perceived customer demand. Consciousness for animal welfare and the regional production cycles, including close connection between farmers and retailers are inherently intrinsic motives. Interestingly, the interviewed retailers show a high personal interest and moral obligation with regard to sourcing and marketing pasture-based beef. As such, this research finds innovative retailers, who take on a new role in sustainable food systems which exceed classical distribution functions and may have a considerable effect in transforming the food system. (shrink)

Small and medium size business enterprises (SMEs) are the linchpin in systems of food provisioning in sub-Saharan Africa. These businesses occupy the middle of the agri-food chain and face a food security conundrum: they must ensure that smallholder producers of limited means can operate under fair terms while low-income consumers are supplied with affordable and nutritious food. This task becomes even more challenging when resources are scarce. This paper explores how resource-constrained SMEs arrange the terms on which both farmers and (...) consumers are included in agri-food chains. To this end, it combines the concept of inclusion with that of frugality. We use the case of a Kenyan SME to demonstrate how a focus on frugality can advance our understanding of how business practices create thriving business relationships with smallholders while simultaneously ensuring access to affordable food for consumers. We additionally identify what conditions for inclusion emerge from this type of dynamic business practices. Our perspective departs from assessing induced organisational interventions, such as contract farming or cooperatives, which deliberately shorten the agri-food chain, thereby overlooking the skilful practices being employed by business actors in the middle of the chain. (shrink)

Amid the highly industrialized, export-focused food system of the Canadian prairies, some farmers and consumers are turning to localized agriculture as an alternative—they are “going local”. Despite farmers’ obvious importance to the food system, surprisingly little research has examined their motivations and reasons for localization. To date, most local food scholarship in North America has focused on either consumers’ motivations to buy local or the systemic aspects of local food, such as regulations, infrastructure, and marketing arrangements. Existing research suggests that (...) local food systems are supported by consumers’ rejection of the industrial paradigm and desire to connect with their food and its source. But what drives farmers to localize, particularly when export-focused production is firmly entrenched as the status quo? Based on interviews and focus groups with 60 farmers, processors, policy experts, and retailers in the Canadian prairie province of Saskatchewan, this paper examines local food systems from the producer perspective in a rural context of high industrialization and geographical dispersion. We examine what motivates farmers to produce for local markets, and what forces they must resist to do so. The findings indicate that farmers’ main motivations for localization are political and social in nature, and stem from a critique of the dominant neoliberal agri-food system. We map farmers’ agential responses to this dominant system on a spectrum that ranges from acceptance of a neoliberal “feed the world” ideology to promotion of food sovereignty. Drawing on farmers’ perspectives, our findings question the straightforward equation of local food with environmental sustainability and also challenge neoliberal economic assumptions of “scaling up”. (shrink)

Promoting plant-based diets as a response to climate crisis has clear implications for producers of animal derived foods, but surprisingly little research considers their perspectives on this. Our exploration focused on farming strongly associated with meat production in Wales, UK. Mindful of polarised debates around plant-based diets, we considered dietary transition as an opportunity to produce for new markets. The first aim was to identify whether transition towards plant-based diets might trigger transformation of livestock agriculture. Findings indicate a potential trigger (...) event once livestock farmers are certain that consumer trends and climate mitigation require change. Livestock farmers who regard their meat as climate-friendly might resist transitions felt to unfairly disadvantage them. We then considered livestock farmers’ likely capacity to produce plant crops, and how this transformational capacity might be enhanced. Participants highlighted forms of financial and environmental inflexibility, plus social norms regarding “good” Welsh farmers, combining to make transformation risky. Transformational capacity might be enhanced through levering occupational and place attachments by portraying plant crops as a revival of historic practices from traditional farming landscapes. Improved linking capacity will also be beneficial, as producing for new markets requires connections to new supply chains, and learning across divisions within rural communities. We present these preliminary insights to livestock farmers’ attitudes and transformational capacity to inform future research with them to advance just agricultural transitions. Our study indicates potential to avoid confrontational discussion of dietary transition and we hope that others will pursue its focus on opportunities for farmers. (shrink)

Critical food scholars have long noted that much of local food discourse in the US is underwritten by a deeply regressive agrarian imaginary that valorizes “small family farms” while erasing historical legacies of racism. In this paper, I examine one influential expression of the agrarian imaginary that I call the fantasy of “real food,” and illustrate how that discourse contributes to ongoing exclusions in farmers markets. Drawing on Lacanian psychoanalysis, I explain how the fantasy of real food positions white middle-class (...) consumers to view themselves as protagonists in a romantic narrative of loss and recovery, in which their enlightened consumption practices precipitate the return of authentic social relations and connections to nature. I then trace the influence of this fantasy through a reading of selected popular media, and illustrate how the racist, classist, and patriarchal antipathies of the agrarian imaginary find legitimate expression in an alternate form as affectively charged moral and aesthetic commitments. Finally, I show how this fantasy logic makes both the exclusion of outsiders and the policing of farmers appear not only reasonable but morally righteous. I conclude by arguing that we cannot rely on the reflexivity of the privileged to deliver justice, no matter how well-meaning they may be, and suggest that we need new imaginaries and new narratives to guide our politics of consumption. (shrink)

Farmers’ markets (FMs) represent a crucial player in urban food systems, being the interconnection of local agricultural production and consumption, and serving as spaces for both economic exchange and community building. Despite their transformative potential, there is a scarcity of research that comprehensively investigates the dynamics of FMs network structure and the influence of the actors shaping FMs. The present article delves into the network of relationships within FMs in the Italian city of Bologna. This study adopts the Social Network (...) Analysis (SNA) methodology applied with the Net-Map tool. The research objectives are to visualise the underlying network structure, map the dynamics, and identify the key actors who play pivotal roles in Bologna’s FMs and their level of influence. The research carried out interviews with ten FMs stakeholders, revealing the network of relationships between 54 actors, divided into three categories—civil society, food economy and public administration. Actors were linked by a total of 428 relationships across three types of networks: support, economic, and hindering. Findings indicate a strong support network structure characterised by varying degrees of centrality among different actors. Farmers emerge as a central node due to their pivotal role in providing fresh, local produce. Additionally, local institutions contribute significantly to FMs resilience and growth. Our research demonstrates the importance of recognising the embeddedness of FMs within the local context. By understanding the network structure and influential actors in FMs, policymakers can devise more effective policies for promoting local agriculture, and enhancing the sustainability of urban–rural exchanges. In conclusion, the present study offers valuable insights into the network dynamics of FMs, highlighting their crucial role in the sustainable development of urban and local food systems. (shrink)

The increasing popularity of local food consumption can be attributed to the heightened awareness of food safety concerns, carbon emissions produced from food transportation, and an understanding of how large corporations’ obtain their food supplies. Although there is increasing discussion on both the local and organic food movement independently, there is not a wide availability of literature examining the motivations and perceptions of consumers with regard to farmers’ markets. Issues such as perceptions about what type of food consumers are purchasing (...) at markets, nor the main motivations for frequenting such establishments are discussed. Therefore the purpose of this study was to determine consumer motivations, benefits, and perceptions of farmers’ markets. Using the case study location of Toronto, Canada, this study surveyed 300 participants during the fall of 2011. Findings indicated that the main purpose for visiting famers’ markets is not solely to fulfill grocery needs. Quality of products offered and the ability to support the local community were the primary motivators to visit the markets. (shrink)

The worldwide decline in bees and other pollinating insects is a threat to biodiversity and food security, and urgent action must be taken to stop and then reverse this decline. An established cause of the insect decline is the use of harmful pesticides in agriculture. This case study focuses on the use of pesticides in Norwegian apple production and considers who among farmers, consumers and public authorities is most responsible for protecting bees against harmful pesticides. The extent to which these (...) three different groups consider themselves responsible and the degree to which they are trusted by each of the other groups are also studied. This empirical study involves both qualitative interviews with Norwegian apple farmers, consumers and public authorities and survey data from consumers and farmers. The results show that consumers consider public authorities and farmers equally responsible for protecting bees, while farmers are inclined to consider themselves more responsible. Farmers, consumers and public authorities do not consider consumers significantly responsible for protecting bees, and consumers have a high level of trust in both farmers and public authorities regarding this matter. This study also finds that a low level of consumer trust in farmers or public authorities increases consumers’ propensity to purchase organic food, suggesting that those who do not trust that enough action is adopted to protect the environment take on more individual responsibility. This paper adds to the existing literature concerning the allocation of responsibility for environmental outcomes, with empirical evidence focusing specifically on pesticides and bees. (shrink)

The results of an empirical study intoperceptions of the treatment of farm animals inthe Netherlands are presented. A qualitativeapproach, based on in-depth interviews withmeat livestock farmers and consumers was chosenin order to assess motivations behindperceptions and to gain insight into the waypeople deal with possible discrepancies betweentheir perceptions and their daily practices.Perceptions are analyzed with the help of aframe of reference, which consists ofvalues, norms, convictions, interests, andknowledge.The perceptions of the interviewed farmersare quite consistent and without exceptionpositive: according to them, (...) nothing is wrongwith animal welfare in livestock breeding. Theperceptions of the consumers we interviewed aremore divergent, but generally negative. Bothgroups show ambivalence as a result ofdiscrepancies between perceptions and behavior.Although the consumers share the impressionthat the living conditions of livestock animalsare far from optimal, most of them still buyand eat meat from the meat industry. Thefarmers believe the welfare of their animals isgood, but, as frequent defensive utterancesshow, they feel uncomfortable with expressed orunexpressed accusations of mistreating animals.The ways the respondents deal with thisambivalence were analysed by drawing ontheories of dissonance reduction and distancing devices. (shrink)

Buzz marketing has emerged as a popular, viable adjunct to traditional marketing communication, yet has received little critical scrutiny from an ethical perspective. This investigation represents an initial excursion into the public mind regarding the acceptability of buzz marketing techniques. One hundred thirty-one participants evaluated scenarios descriptive of actual live buzz campaigns varying in degree of transparency and deception. More negative perceptions were associated with deceptive approaches than overt ones, and participants were less accepting of peer-to-peer campaigns than performance-to-peer campaigns. (...) Respondents classified as moral idealists evaluated live buzz campaigns more negatively than moral relativists. The author discusses the implications of these findings for connected marketing strategies and public policy and offers recommendations for connected marketing practitioners. (shrink)

The results of an empirical study intoperceptions of the treatment of farm animals inthe Netherlands are presented. A qualitativeapproach, based on in-depth interviews withmeat livestock farmers and consumers was chosenin order to assess motivations behindperceptions and to gain insight into the waypeople deal with possible discrepancies betweentheir perceptions and their daily practices.Perceptions are analyzed with the help of aframe of reference, which consists ofvalues, norms, convictions, interests, andknowledge.

This article analyzes the distribution of benefits from Fair Trade between producing and consuming countries. Fair Trade and conventional coffee production and trade were examined in Nicaragua in 2005-2006 and 2008. Consumption of the respective coffees was assessed in Finland in 2006-2009. The results indicate that consumers paid considerably more for Fair Trade-certified coffee than for the other alternatives available. Although Fair Trade provided price premiums to producer organizations, a larger share of the retail prices remained in the consuming country (...) relative to conventional coffee trade. Paradoxically, along with the certified farmers and cooperatives, Fair Trade empowers roasters and retailers. (shrink)

Chinese e-commerce platforms have long helped to sell agricultural products through farmer-assisting marketing activities, effectively alleviating the problem of stagnant agricultural products in some areas, and have become a valuable cause-related marketing strategy. The ethical attributes of farmer-assisting agricultural products have unique value compared with other agricultural products. However, the existing research rarely pays attention to the influence of the ethical attributes of farmer-assisting agricultural products on consumers’ willingness to buy farmer-assisting agricultural products online. Based on (...) collective efficacy theory and risk perception theory, this study systematically explores the influence mechanism of ethical attributes on consumers’ willingness to buy farmer-assisting agricultural products online through three situational experiments. The results show that compared with functional ethical attributes, symbolic ethical attributes have a more positive impact on consumers’ willingness to buy farmer-assisting agricultural products online. In addition, it further reveals two mediating pathways of ethical effects and boundaries. This study helps to understand the ethical attributes of farmer-assisting agricultural products, and provides some practical suggestions for e-commerce enterprises implementing farmer-assisting marketing communication activities or marketers developing and promoting farmer-assisting agricultural products. (shrink)

Although typically invisible, neoliberal policies and ideologies are often at the root of why farmers markets struggle to offer affordable prices for consumers, sufficient income for farmers, and expand socially and environmentally sustainable food systems. Argentinian ferias francas, a variation on farmers markets, offer a unique case to examine how they may be designed to alleviate these issues by challenging neoliberalism through legislative mechanisms. Ferias francas emerged as an explicitly anti-neoliberal, grassroots response to Argentina’s expansion of neoliberal agricultural policies that (...) stimulated global agribusiness and displaced small-scale farmers. Organizers partnered with municipal, provincial, and national governments to develop legislation to support small-scale farmers and to make the network of ferias competitive with global agribusiness. I ask, how can organizers expand farmers markets’ potential to fulfill the social and environmental goals of agri-food movements, given neoliberal capitalism’s constraints and contradictions? I analyze feria legislation by situating it in its social and historical context, and comparing legislative mechanisms to core elements of neoliberalism in the economy and in the everyday mentalities of agri-food activists. I find that mechanisms such as setting prices lower than neighboring supermarkets and establishing uniform prices for feria goods contest some aspects of neoliberalism. However, the ferias also reproduce neoliberalism, and are still subject to the price standards set under the global neoliberal agroeconomy, raising questions about their prospects for sustainability under neoliberal capitalism. This analysis of feria legislation makes neoliberalism’s influence on farmers markets visible and highlights legislative mechanisms that address some of its harmful effects. (shrink)

Farmers’ markets are a relatively recent phenomenon in Prague, Czechia. The first of them was opened in the autumn of 2009, but the real boom started in the spring/summer of 2010. The survey introduced in this paper is concerned with the study of alternative food networks and farmers’ markets. It offers the results of methodological triangulation based on: (1) the data obtained via the questionnaire survey, (2) market organizers’ reflections on the customer structure, motivation for shopping at farmers’ markets and (...) the question of social exclusivity of farmers’ markets in Prague as revealed in interviews, and (3) the field notes from the participant observation at the markets under study. The results show that farmers’ markets are emerging all around Prague in localities of different social status, so the poorer citizens are not necessarily excluded from the access to markets. The differences between markets, in terms of size, range of goods, and term seem to follow the inner city/hinterlands divide rather than the socio-spatial differentiation of the city. New consumer patterns clearly result from the cultural environment, specific context, and also from the different development path of the post-socialist consumer society. (shrink)

In Norway, the production andconsumption of organic food is still small-scale. Research on attitudes towards organic farming in Norway has shown that most consumers find conventionally produced food to be “good enough.” The level of industrialization of agriculture and the existence of food scandals in a country will affect consumer demand for organically produced foods. Norway is an interesting case because of its small-scale agriculture, few problems with food-borne diseases, and low market share for organic food. Similarities between groups (...) of consumers and producers of food, organic and conventional, when it comes to attitudes concerning environment, use of gene technology, and animal welfare have implications for understanding market conditions for organically produced food. The results of our study indicate that organic farmers and organic consumers in Norway have common attitudes towards environmental questions and animal welfare in Norwegian agriculture. Conventional farmers have a higher degree of agreement with the way agriculture is carried out today. Unlike organic farmers and consumers, conventional farmers do not see major environmental problems and problems with animal welfare in today's farming system. But like the organic farmers and consumers, and to a stronger degree than conventional consumers, conventional farmers renounce gene technology as a solution to environmental problems in agriculture. These results are discussed in relation to their importance for the market situation for organically produced foods. (shrink)

Several scholars have claimed that small-scale agriculture in which farmers sell goods to the local market has the potential to strengthen social ties and a sense of community, a phenomenon referred to as “civic agriculture.” Proponents see promise in the increase in the number of community supported agriculture programs, farmers markets, and other locally orientated distribution systems as well as the growing interest among consumers for buying locally produced goods. Yet others have suggested that these novel or reborn distribution mechanisms (...) are still primarily means of instrumental economic exchange and that optimistic characterizations of a renewed sense of community emerging from these practices are unfounded. This study provides an empirical assessment of the extent to which these community-based agriculture markets are associated with connection to community, volunteerism, and civic and political activities. In order to assess the relationship between civic agriculture and community engagement, we surveyed over 1,300 people in the Mid-Hudson region of New York State. The study design includes “civic agriculture participants” as the unit of analysis, defined as CSA farm members, shoppers at independent health food stores, and farmers market patrons. For comparison, a telephone survey of randomly selected residents of the region’s general population was also conducted. Unlike studies that focus solely on the perceptions of certain civic agriculture participants, by comparing the perceptions and behaviors of those engaged in a range of civic agriculture practices, we are able to identify the effects of different forms of participation. The results demonstrate higher levels of voluntarism and engagement in local politics among civic agriculture participants relative to the general population. In addition, we found variation among those engaged in different forms of civic agriculture, with those immersed in more socially embedded forms of exchange demonstrating greater community and political involvement. These findings lend empirical support to the civic agriculture thesis. (shrink)

In this paper we analyse how risk factors in highly industrialised agriculture are connected to animal neglect. With Danish agriculture as a case study, we use two types of data. First, we use register data from Statistics Denmark to map how risk factors such as farmers’ financial and social troubles are connected to convictions of neglect. Second, we analyse narratives where interviewed farmers, involved in cases of neglect, describe how they themselves experienced the incidents. We find that while livestock farmers (...) in general have a low risk of animal neglect problems, a small percentage of them face severe financial difficulties, divorce and psychiatric problems, which are connected to an increased risk of being convicted for the neglect of farm animals. The narratives bring forward themes of pressure related to financial trouble, technological break down, family problems, stress and a growing concern among the farmers towards the governmental control in farm animal production. We discuss how these factors can be used to identify and help farmers with a high risk of being convicted of livestock neglect. (shrink)

Farmers markets have traditionally served as a space for farmers to sell directly to consumers. Recently, many FMs in the US and other regions have experienced a renaissance. This article compares the different value sets embedded in the rules and norms of two metropolitan FM regions—Minneapolis, Minnesota and in Vienna, Austria. It uses a values-based framework that reflects the relationships among FM operating structures and their values reflected by the key FM participants—i.e., farmer/vendors, consumers and market managers. The framework (...) allows us to focus on two very contrasting value sets of metropolitan FM regions in presenting and discussing the values found and embedded in the two metropolitan market regions; illustrating how the values found are embodied as rules and norms in each FM region; considering the alignment or not of FM participant values with their corresponding FM values; and the differences and commonalities as well as the benefits and challenges of the two market regions. In contrasting metropolitan FMs we explain that FM value sets are complex and differ among and within FM participant groups and are dependent on their respective OS. We show that contrasting two metropolitan FM regions can be useful in understanding beneficial and disadvantageous relationships between the values and structures of, and in FMs, and specifically in examining institutional impediments such as governance. Thus we illustrate the possibilities and limitations of values for and within metropolitan FMs. (shrink)

In recent years, new forms of high-tech controlled environment agriculture (CEA) have received increased attention and investment. These systems integrate a suite of technologies – including automation, LED lighting, vertical plant stacking, and hydroponic fertilization – to allow for greater control of temperature, humidity, carbon dioxide, oxygen, and light in an enclosed growing environment. Proponents insist that CEA can produce sustainable, nutritious, and tasty local food, particularly for the cities of the future. At the same time, a variety of critics (...) raise concerns about its environmental impacts and energy use, high startup costs, and consumer accessibility challenges, among other issues. At this stage, however, relatively little research has explored actual consumer knowledge and attitudes related to CEA processes and products. Guided by theories of sense-making, this article draws from structured interviews with local food consumers in New York City to examine what people know and think about high-tech CEA. From there, it explores the extent to which CEA fits into consumer conceptualizations of what makes for “good food.” Key findings emphasize that significant gaps in public understanding of CEA remain, that CEA products’ success will depend on the ability of the industry to deliver on its environmental promises, and that concerns about “unnatural” aspects of CEA will need to be allayed. Given the price premium at which high-tech CEA products are currently sold, the industry’s expansion will depend in large part on its ability to convince value-oriented food consumers that the products meet the triple-bottom-line of economic, social, and environmental sustainability goals. (shrink)

Recent policy developments in the area of livestock husbandry have suggested that, from the perspective of optimizing animal welfare, new animal husbandry systems should be developed that provide opportunities for livestock animals to be raised in environments where they are permitted to engage in “natural behavior.” It is not known whether consumers regard animal husbandry issues as important, and whether they differentiate between animal husbandry and other animal welfare issues. The responsibility for the development of such systems is allocated jointly (...) between farmers, regulators, different actors in the food chain, and consumers. This research focuses on understanding consumer attitudes and preferences regarding the development and introduction of such systems, to ensure that they are acceptable to consumers as well as producers, regulators, and scientists. Consumer perceptions of animal welfare and animal husbandry practices were evaluated using quantitative consumer survey, which focused on two animal husbandry issues – farmed pigs and farmed fish. Following pilot work, 1000 representative Dutch consumers were sampled about their attitudes to either pig or fish husbandry. The results indicated that consumers think about animal welfare in terms of two broad categories related to their health and living environment, but do not think about welfare issues at a more detailed level. Greater concern was expressed about the welfare of pigs compared to fish. Consumer trust in labeling also emerged as an important issue, since consumers need to trust different food chain actors with responsibility for promoting animal welfare, and are reluctant to consider the details of animal husbandry systems. As a consequence, a transparent, enforceable, and traceable monitoring system for animal welfare friendly products is likely to be important for consumers. (shrink)

The social dimension of purchase seems particularly important when it comes to food, since it can contribute to foster “consumers’ embeddedness” in the local food system. The discussion on this topic is growing after the emergence of alternative food networks , which are thought to have potentials to re-connect the different actors of local food systems, and/or to strengthen the existing social ties among them. This study focuses on the evaluation of the degree of sociality in different food shopping environments. (...) The research is focused on the structure and the features of the interactions, with the aim to provide an assessment of the degree of sociality of AFNs compared to other food chain networks. More specifically, a farmers’ market, a greengrocer and a supermarket have been compared. The three shopping environments show remarkable differences: in the supermarket perfunctory interactions are most often observed, unless shoppers already know each other, whereas the farmers’ market environment is likely to foster quite intense relations among strangers; the greengrocer, on the contrary, shows a completely different pattern of relations, typically involving customers who already know each other. Results support the common argument that farmers’ markets may enhance sociality among people, although some interesting relations patterns are observed in the other food stores as well. Issues for further research in the field emerge, which might be useful to improve the understanding of the social dimension of food shopping as well as to more deeply analyse the elements of attractiveness of AFNs. (shrink)

The study explored the motivations behind Australian wool producers’ intentions regarding mulesing; a surgical procedure that will be voluntarily phased out after 2010, following retailer boycotts led by People for the Ethical Treatment of Animals. Telephone interviews were conducted with 22 West Australian wool producers and consultants to elicit their behavioral, normative and control beliefs about mulesing and alternative methods of breech strike prevention. Results indicate that approximately half the interviewees intend to continue mulesing, despite attitudes toward the act of (...) mulesing being quite negative. This indicates that attitudes alone are unlikely to be good predictors of this goal directed behavior. Most respondents believed mulesing was more effective and involved less cost, time, and effort than the currently available alternatives to prevent breech strike. Further, they felt relatively little social pressure, as they believed few consumers were concerned about mulesing. However, they noted that if consumer sentiment changed they would likely change their practices. Thus, attitudes are likely to be only one of several factors influencing intentions to change farm practices to address societal concerns about animal welfare. Further, mulesing appears to be goal - directed behavior , suggesting that other factors depicted by the Model of Goal-directed Behavior (MGB; Perugini and Bagozzi In: Br J Soc Psychol, 40: 79–98, 2001 ) may be worth exploring in this context. Finally, these results provide insight into how policy makers may influence farmers to change practices in response to societal pressure for improving farm animal welfare. (shrink)

Recent policy developments in the area of livestock husbandry have suggested that, from the perspective of optimizing animal welfare, new animal husbandry systems should be developed that provide opportunities for livestock animals to be raised in environments where they are permitted to engage in “natural behavior.” It is not known whether consumers regard animal husbandry issues as important, and whether they differentiate between animal husbandry and other animal welfare issues. The responsibility for the development of such systems is allocated jointly (...) between farmers, regulators, different actors in the food chain, and consumers. This research focuses on understanding consumer attitudes and preferences regarding the development and introduction of such systems, to ensure that they are acceptable to consumers as well as producers, regulators, and scientists. Consumer perceptions of animal welfare and animal husbandry practices were evaluated using quantitative consumer survey, which focused on two animal husbandry issues – farmed pigs and farmed fish. Following pilot work, 1000 representative Dutch consumers were sampled about their attitudes to either pig or fish husbandry. The results indicated that consumers think about animal welfare in terms of two broad categories related to their health and living environment, but do not think about welfare issues at a more detailed level. Greater concern was expressed about the welfare of pigs compared to fish. Consumer trust in labeling also emerged as an important issue, since consumers need to trust different food chain actors with responsibility for promoting animal welfare, and are reluctant to consider the details of animal husbandry systems. As a consequence, a transparent, enforceable, and traceable monitoring system for animal welfare friendly products is likely to be important for consumers. (shrink)

Despite the growing popularityof farmers' markets (FMs) across the UnitedStates, the experiences and perspectives offarmers who sell at markets have received verylittle research attention. This study describesthe views of 18 farmers from Upstate New Yorkon the importance of FMs as part of theirlifestyle and livelihood, the challenges theyface selling at markets, and their conceptionsof ideal FMs. Through in-depth, semi-structuredinterviews, farmers expressed economic andsocial motivations for selling at FMs; socialbenefits from interacting with customers; andthe challenges they faced as small-scalefarmers and sellers, (...) including extra-marketcompetition, uncooperative and problematicmarket vendors, rising farm input costs, andchanging consumer trends. Farmers alsodiscussed personal values associated withselling at FMs, such as pride in raising andmarketing one's own products, working togetherwith other farmer-vendors, and providingcustomers with honest information. Visions ofideal FMs were varied among farmers, but therewas general agreement that FMs should provide adiversity of products to attract customers andeducational opportunities for the public tolearn more about FMs and local produce. Theinterdependence of FM farmers was a majoremergent theme across interviews. Findingssuggested that market experiences of FMfarmers, including economic success, are notonly contingent on personal effort, but canalso be affected by the work of fellow vendors.Future research may look to further explore howFM farmers and other vendors interact ascooperative and competitive social and economicunits. At the community level, FM leadershipshould continue to focus on the experiences andperspectives of farmers and other marketvendors, in addition to identifying ways forenhancing cooperative FM enterprises. (shrink)

This chapter contains sections titled: The Meaning of Green Growth Sustainability, Shade‐Grown, Fair Trade Globalization Value Chain A Personal Conclusion.

The European Union’s policies regarding genetically modified food are based on the precautionary principle and the requirement of respecting consumers’ autonomy. We ask whether the requirement of respecting consumers’ autonomy regarding GMF implies that both GMF and non-GMF products should be available in the market. According to one line of thought, consumers’ choices may be autonomous even when the both types of products are not available. A food market with only GMF or only non-GMF products does not strictly speaking compel (...) people to buy the type of products available, and a possibility to refuse to buy is enough for consumers’ choice to be autonomous. According to another line of thought, the unavailability of GMF or non-GMF products restricts the autonomy of those consumers who are unwilling to use the only type of products available in the market. From the point of view of autonomy, a food market with only GMF or only non-GMF products does not offer enough alternatives for consumers. Moreover, the whole point of the European Union’s requirement of respecting consumers’ autonomy is to enable an autonomous choice between GMF and non-GMF—not just to give a possibility to refrain from buying. However, this does not imply that producers, processors, wholesalers, retailers, or public authorities have a moral duty to see that there are both GMF and non-GMF products available in the market. The requirement to respect autonomy is prima facie in nature, and in the context of GMF, other prima facie requirements are often stronger and override it. Not only the consumers’ autonomy of choice but also environmental values, other people’s well-being, and the autonomous choice of farmers, retailers, and other relevant parties should be respected. Thus, according to the both lines of thought, the requirement to respect consumers’ autonomy of choice does not imply that there should be both GMF and non-GMF products available in the market. (shrink)

It is generally agreed that the prime mover of contemporary consumerism is aesthetics. However, today's consumer aesthetics often leads to decisions and actions that have negative environmental consequences. By taking apparel industry, represented by fast fashion, as a quintessential example of this problem, I argue that aesthetics can no longer claim immunity from environmental considerations—there needs to be a paradigm shift for consumer aesthetics. A proposed new environmentally minded consumer aesthetics promotes a paradoxical role for material ephemerality (...) in enhancing an object's longevity, and it places importance on the personal connection with an object's story, as well as our engagement with the material world more generally. (shrink)

This chapter exposes the tensions that afflict the shaping of European Union (EU) consumer law and policy and demonstrates that the relationship between EU and national consumer law is dynamic and not always coherent. A‐Punkt Schmuckhandels provides a good example of what it means to treat consumer protection as a shared competence. EU free movement law confines trade‐restrictive national measures to the area within which they can be justified, but it does not insist on their inevitable elimination. (...) EU consumer policy in its legislative dimension is predominantly the product of Article 114 Treaty on the Functioning of the European Union (TFEU), which succinctly deals with harmonization. EU consumer law and the project of market integration are intimately connected. Indeed, market integration is intended to yield beneficial effects for the consumer by improving competition and widening choice. (shrink)

Although the concept of food sovereignty is rooted in International Peasant Movements across the global south, activists have recently called for the adoption of this framework among low-income communities of color in the urban United States. This paper investigates on-the-ground processes through which food sovereignty articulates with the work of food justice and community food security activists in Oakland, California, and Seattle, Washington. In Oakland, we analyze a farmers market that seeks to connect black farmers to low-income consumers. In Seattle, (...) we attend to the experiences of displaced immigrant farmers from Latin America and their efforts to address their food needs following migration. In both cases, we find that US based projects were constrained by broader forces of neoliberalism that remained unrecognized by local activists. In Oakland, despite a desire to create a local food system led by marginalized African Americans, emphasis on providing green jobs in agriculture led activists to take a market-based approach that kept local food out of the economic grasp of food-insecure neighborhood residents. In Seattle, the marginalization of the immense agroecological knowledge of Latino/an immigrant farmers rendered local food projects less inclusive and capable of transformative change. Taken together, these very different cases suggest that a shift towards food sovereignty necessitates a broad acknowledgement of and resistance to neoliberalism. (shrink)

There is growing interest in the role of new urban agriculture models to increase local food production capacity in cities of the Global North. Urban rooftop greenhouses and hydroponics are examples of such models receiving increasing attention as a technological approach to year-round local food production in cities. Yet, little research has addressed the unintended consequences of new modes of urban farming and food distribution, such as increased competition with existing peri-urban and rural farmers. We examine how small-scale farmers perceive (...) and have responded to a recently established rooftop greenhouse and online marketplace enterprise in Montréal, Canada. Drawing on interviews with key informants and small-scale farmers, we find that peri-urban and rural producers have been affected in three key ways that represent tensions, adaptations, and synergies arising from this new urban agriculture and food distribution enterprise. First, many farmers are concerned about increased competition and value conflation with the ideals of community supported agriculture and organic farming. Second, some farmers have adapted by developing novel marketing strategies and working with local bridge organizations to collectively market their produce to urban consumers. Third, a few farmers have decided to wholesale their produce to this new enterprise, allowing them to specialize production and avoid marketing their produce directly to urban consumers. Our study suggests that the emergence of a new form of alternative food network in Montréal has created both positive and negative disruptions for existing small-scale producers. Advocates for the expansion of new urban food production and distribution models should therefore give greater consideration to the effects on other actors in the local food system. (shrink)

Name der Zeitschrift: Semiotica Jahrgang: 2015 Heft: 204 Seiten: 145-172.

Promoting Farmer Managed Natural Regeneration (FMNR) aims to increase the productive capacities of farmer households. Under FMNR, farmers select and manage natural regeneration on farmlands and keep them under production. While FMNR contributes to the wealth of farming communities, its contribution to household food security has rarely been researched. We, therefore, used a mixed-methods approach to address the research gap by measuring FMNR’s contribution to food security among farmer households in the Talensi district of Ghana. We adopted (...) the Household Dietary Diversity Score (HDDS) and Food Consumption Score (FCS) to estimate food security status among 243 FMNR farmer households and 243 non-FMNR farmer households. Also, we performed a Chi-square test of independence to compare the frequency of each food group (present vs not present) between FMNR adopters and non-FMNR adopters to establish the relationship between adopting FMNR and consuming the FCS and HDDS food groups. Our results reveal that FMNR farmer households are more food secure than non-FMNR farmer households. The HHDS of the FMNR farmer households was 9.6, which is higher than the target value of 9.1. Conversely, the HHDS of the non-FMNR farmer households was 4.3, which is lower than the target value of 9.1. Up to 86% and 37% of the FMNR farmer households and non-FMNR farmer households fell within acceptable FCS; 15% and 17% of FMNR farmer households and non-FMNR farmer households fell within borderline FCS. While none of the FMNR farmer households fell within poor FCS, 46% of non-FMNR farmer households fell within poor FCS. Adopting FMNR is significantly related to consuming all food groups promoted and benefiting from FMNR practices. The paper recommends enabling farmers in semi-arid environments to practice and invest in FMNR for long-term returns to food security. (shrink)

Individuals’ food choices are intimately connected to their self-images and world views. Some dietary choices adopted by consumers pose restrictions on their use of genetically modified food (GMF). It is quite generally agreed that some kind of labeling is necessary for respecting consumers’ autonomy of choice regarding GMF. In this paper, we ask whether the current practice of mandatory labeling of GMF products in the European Union is a sufficient administrative procedure for respecting consumers’ autonomy. Three issues concerning this question (...) are discussed. First, we argue that labeling needs to be accompanied by relevant and understandable information on genetic modification, genetically modified food, and the European practice of GMF labeling. Second, we claim that this type of informing makes it less likely that consumers start to avoid GMF products just because labels make them suspicious of the products. It is further noted that even though some consumers may react to labels this way, labels do not restrict their autonomy of choice. Third, a need for more precise labels indicating the source of the transferred gene is considered. It is found out that such labels are not morally necessary when also non-GMF products are available and no relevant differences (such as differences in price and healthiness) exist between them and GMF products. However, in some other cases more precise labels may be needed for respecting consumers’ autonomy of choice. (shrink)

Bioregionalists have championed the utility of the concept of the watershed as an organizing framework for thought and action directed to understanding and implementing appropriate and respectful human interaction with particular pieces of land. In a creative analogue to the watershed, permaculturist Arthur Getz has recently introduced the term “foodshed” to facilitate critical thought about where our food is coming from and how it is getting to us. We find the “foodshed” to be a particularly rich and evocative metaphor; but (...) it is much more than metaphor. Like its analogue the watershed, the foodshed can serve us as a conceptual and methodological unit of analysis that provides a frame for action as well as thought. Food comes to most of us now through a global food system that is destructive of both natural and social communities. In this article we explore a variety of routes for the conceptual and practical elaboration of the foodshed. While corporations that are the principal beneficiaries of a global food system now dominate the production, processing, distribution, and consumption of food, alternatives are emerging that together could form the basis for foodshed development. Just as many farmers are recognizing the social and environmental advantages to sustainable agriculture, so are many consumers coming to appreciate the benefits of fresh and sustainably produced food. Such producers and consumers are being linked through such innovative arrangements as community supported agriculture and farmers markets. Alternative producers, alternative consumers, and alternative small entrepreneurs are rediscovering community and finding common ground in municipal and community food councils. Recognition of one's residence within a foodshed can confer a sense of connection and responsibility to a particular locality. The foodshed can provide a place for us to ground ourselves in the biological and social realities of living on the land and from the land in a place that we can call home, a place to which we are or can become native. (shrink)

We present a rational model of consumer choice, which can also serve as a behavioral model. The central construct is λ\documentclass[12pt]{minimal} \usepackage{amsmath} \usepackage{wasysym} \usepackage{amsfonts} \usepackage{amssymb} \usepackage{amsbsy} \usepackage{mathrsfs} \usepackage{upgreek} \setlength{\oddsidemargin}{-69pt} \begin{document}$$\lambda $$\end{document}, the marginal utility of money, derived from the consumer’s rest-of-life problem. It provides a simple criterion for choosing a consumption bundle in a separable consumption problem. We derive a robust approximation of λ\documentclass[12pt]{minimal} \usepackage{amsmath} \usepackage{wasysym} \usepackage{amsfonts} \usepackage{amssymb} \usepackage{amsbsy} \usepackage{mathrsfs} \usepackage{upgreek} \setlength{\oddsidemargin}{-69pt} \begin{document}$$\lambda $$\end{document} and show how to incorporate (...) liquidity constraints, indivisibilities, and adaptation to a changing environment. We find connections with numerous historical and recent constructs, both behavioral and neoclassical, and draw contrasts with standard partial equilibrium analysis. The result is a better grounded, more flexible, and more intuitive description of consumer choice. (shrink)

Recent decades have seen a rapid increase in the rate of conversion from conventional to organic farming, as organic farming shifted from an alternative production approach practiced by a small number of idealists, to the de facto alternative to mainstream conventional production. Although there has been considerable academic debate as to the role of agri-business penetration into the production and marketing chains of organic farming (‘conventionalization’), less is known about how the economic drivers of conventionalization are negotiated into practices at (...) the farm level. Drawing on Bourdieu’s conceptualization of economic and cultural capitals, the direct connection between symbols of ‘good farming’ and the economic requirements of maintaining a viable farming business (i.e., the ‘taste of necessity’) is demonstrated. Findings indicate that conventional and organic farmers in the study sites identified a similar range of cultural symbols, but organic farmers emphasized different symbols within this range. This diversity and selectivity demonstrates the fragmentation and contestation of ideals resulting from economic challenges at the time of the study. Economic capital is important to the decision to consider conversion to organic farming, but formal conversion reflects re-weighting of forms of cultural capital. The author argues that recognition of the impact of economic pressures on conventional farming, which in the study sites often led to reduced input use rather than intensification, is missing from the conventionalization debate. The mainstreaming of organic farming production has presented conventional farmers with a set of alternative or re-weighted symbols and a crucible for reflexive consideration of their own standards and practices of farming. (shrink)

The study explored the motivations behind Australian wool producers’ intentions regarding mulesing; a surgical procedure that will be voluntarily phased out after 2010, following retailer boycotts led by People for the Ethical Treatment of Animals. Telephone interviews were conducted with 22 West Australian wool producers and consultants to elicit their behavioral, normative and control beliefs about mulesing and alternative methods of breech strike prevention. Results indicate that approximately half the interviewees intend to continue mulesing, despite attitudes toward the act of (...) mulesing being quite negative. This indicates that attitudes alone are unlikely to be good predictors of this goal directed behavior. Most respondents believed mulesing was more effective and involved less cost, time, and effort than the currently available alternatives to prevent breech strike. Further, they felt relatively little social pressure, as they believed few consumers were concerned about mulesing. However, they noted that if consumer sentiment changed they would likely change their practices. Thus, attitudes are likely to be only one of several factors influencing intentions to change farm practices to address societal concerns about animal welfare. Further, mulesing appears to be goal - directed behavior , suggesting that other factors depicted by the Model of Goal-directed Behavior (MGB; Perugini and Bagozzi In: Br J Soc Psychol, 40: 79–98, 2001 ) may be worth exploring in this context. Finally, these results provide insight into how policy makers may influence farmers to change practices in response to societal pressure for improving farm animal welfare. (shrink)

Trust is often an assumed outcome of participation in Alternative Food Networks (AFNs) as they directly connect producers with consumers. It is based on this potential for trust “between producers and consumers” that AFNs have emerged as a significant field of food studies analysis as it also suggests a capacity for AFNs to foster associated embedded qualities, like ‘morality’, ‘social justice’, ‘ecology’ and ‘equity’. These positive benefits of AFNs, however, cannot be taken for granted as trust is not necessarily an (...) outcome of AFN participation. Using Chinese case studies of AFNs, which are characterised by a distinct form of trust pressure—consumers who are particularly cynical about small scale farmers, food safety and the organic credentials of producers—this paper highlights how the dynamics of trust are in constant flux between producers and consumers. I suggest that it is the careful construction of the aesthetic and multi-sensory qualities of food, which is often celebrated via social media, that human centred relations in Chinese AFNs are mediated. This leads to two key conclusions: first, that the key variable for establishing trust is satisfying the consumer's desire for safe (i.e. "fresh") food; and second, the materiality of the food and the perception of foods materiality (especially through social media), must both be actively constructed by the farmer to fit the consumer's ideal of freshness. (shrink)

What can Hannah Arendt's writings offer to current thinking on the environment? Although there are some obvious connections between her work and current issues in environmental ethics, not very much has been written on the topic. This article argues that Arendt's philosophy is particularly fruitful for environmental thinking because she explicitly links the material and biological conditions of human existence with the political conditions of human freedom. This is articulated in the article as the requirement of both constrained consumption (...) and unconstrained deliberation. The article elaborates these notions before concluding that Arendt's philosophy uniquely combines the existential task of self-understanding with the practical task of confronting our environmental challenges. (shrink)

The Dutch pig husbandry has become a topic of public debate. One underlying cause is that pig farmers and urban-citizens have different perspectives and underlying norms, values and truths on pig husbandry and animal welfare. One way of dealing with such conflicts involves a learning process in which a shared vision is developed. A prerequisite for this process is that both parties become aware of their own fixed patterns of thoughts, actions, and blind spots. Therefore, we conducted five homogeneous focus (...) groups consisting of either urban-citizens or pig farmers. The first part of the sessions aimed to make the participants aware of their own perspectives and underlying norms and values concerning animal welfare, farm practices or consumer behavior. Then, by the use of role-play and film fragments showing the perspectives of the other party, we aimed to stimulate frame reflection. The farmers maintained their own perspective and defended their practices. They denied the perspective of the urban-citizens by portraying them as ignorant of the “factual” farm practices. They proposed the use of one-way information, but our results indicate that this is likely to fail as a strategy to support or restore public acceptance. Our case shows hardy any consensus regarding the relevance of the facts at stake and a very limited amount of shared values. However, the shared love for animals together with the recognition by the urban-citizens of the inescapable dilemma for farmers to adopt a use-framing towards animals might provide an opening for further learning strategies. (shrink)

Corporate social responsibility has been intensively discussed in business ethics literature, whereas the social responsibility of private consumers appears to be less researched. However, there is also a growing interest from business ethicists and other scholars in the field of consumer social responsibility. Nevertheless, previous discussions of ConSR reveal the need for a viable conceptual basis for understanding the social responsibility of consumers in an increasingly globalized market economy. Moreover, evolutionary aspects of human morality seem to have been neglected (...) despite the fact that private consumers are undoubtedly human beings. In addition to that, empirical studies suggest that many consumers believe themselves to be responsible but do not act according to their alleged values or attitudes. This raises the question of what deters them from doing so. Therefore, the contribution of this conceptual paper is threefold: we conceptualize ConSR in terms of a combination of a Max Weber-inspired approach with the social connection approach to shared responsibility proposed by Iris Marion Young; shed light on the previously neglected implications of an evolutionarily induced bounded morality for ConSR, and identify potential obstacles to socially responsible consumption, particularly against the backdrop of shared social responsibility and bounded morality. In this latter respect, the paper focuses specifically on the obstacles of low moral intensity, moral stupefaction, informational complexity, and the lack of perceived consumer effectiveness. In sum, the paper advances knowledge in the field of ConSR by using a transdisciplinary, literature-based approach. (shrink)

Fulfilling consumer expectations of corporate social responsibility can bring strategic advantage to firms. However, research on the topic is fragmented across disparate disciplines, and a comprehensive framework to connect CSR supply and demand is missing. As a result, firms often supply CSR that does not attract demand, as signified by pessimism about ethical consumerism in recent years and the inconclusive link between corporate financial and social performance. In this study, we propose a framework of strategic CSR management to define (...) how a company’s supply of CSR could meet consumer demand for ethical products by aligning managerial and consumer perspectives. We then investigate empirically whether such a strategic approach, which integrates potential demand in CSR management, would influence consumer choice of products with CSR components. Our hybrid choice modeling allows the inclusion of psychological biases caused by social desirability and cynicism to increase result validity. The findings support the explanatory power of the framework and reveal that consumers prefer some CSR elements while others adversely affect choices. This study advances the understanding of strategic CSR management and its impact on consumer choice and helps managers include the right mix of CSR characteristics in their products to satisfy ethical consumers. (shrink)

Farmers markets can offer solutions to several of the biggest problems besetting the US food system: fair prices to farmers; healthy, fresh food for consumers; direct contacts between consumers and farmers; food for food deserts; support for local economies. Awareness of these benefits led us to study the farmers markets of Greater Cincinnati. Markets grew rapidly in the early 1980s, peaked in 2012, and declined 17% by 2018. Sixty-one percent of the markets that started since 1970 have closed. Two types (...) of markets exist: farmer-focused markets, with farmer vendors, and consumer-focused markets, with farmers and specialist vendors. Detailed information about market management shows that managers, the majority of whom are volunteers or underpaid, have insufficient resources to be sustainable. Market decline is often blamed on an oversupply of markets, but other factors are involved: the inability of market personnel and customers to cross class and racial boundaries; the encroachment of online retailers; a scarcity of farmers; market manager failures. Individual markets need to form coalitions and gain sufficient resources from governments or private funders to employ specialists who can assist managers, expand the consumer base, and design promotion campaigns that effectively promote farmers markets in the changing retail food landscape. (shrink)

This research uses an experimental approach to investigate the relationship between market orientation of a company and its level of success in international business. The aim of the study was to develop and use a market orientation scale that is appropriate to the sector. It was discovered that there are four hidden traits that drive market orientation. These include customers, rivals, departmental response, and overall customer satisfaction. According to the results, orientation toward one's customers is more essential than any of (...) the other traits, while orientation toward one's competitors has an inverted U-shaped connection with performance. The performance of the firm was not found to correlate in any way with the responsiveness of its departments. With the help of the comprehensive conceptualization, managers are able to develop specific kinds of orientations that are essential for higher levels of performance. (shrink)