Does Fair Trade Compete with Carbon Footprint and Organic Attributes in the Eyes of Consumers? Results from a Pilot Study in Scotland,The Netherlands and France

Several studies on ethical and social food attributes have shown that consumers, especially in developed countries, are willing to pay a price premium for fair trade foods products. However, there is a scant literature on how consumers’ preferences and willingness to pay (WTP) for fair trade products are affected by the presence of other ethical food attributes. To fill this gap, a choice experiment was conducted in Scotland, the Netherlands and France to assess consumers’ preferences and WTP for ethical attributes, i.e., fairtrade, organic, and lower carbon footprint, of bananas and to find out whether this ethical food attributes are competing in real markets. The results showed that in the three countries consumers are willing to pay a price premium for the three ethical food attributes. The results showed that in the current market situation these ethical foods are not generally competing against each other. Nonetheless, they are likely to become competing for consumer’s money at least when: (1) the price of organic foods is decreased significantly, (2) the price for fairtrade food products is set higher than consumers’ WTP, and (3) bananas labeled as having lower carbon footprint are made available in retail stores and sold at a price lower than consumers’ WTP.     

Respecting The Autonomy of European and American Consumers: Defending Positive Labels on Gm Foods

In her recent article, “Does autonomy count in favor of labeling genetically modified food?,” Kirsten Hansen argues that in Europe, voluntary negative labeling of non-GM foods respects consumer autonomy just as well as mandatory positive labeling of foods with GM content. She also argues that because negative labeling places labeling costs upon those consumers that want to know whether food is GM, negative labeling is better policy than positive labeling. In this paper, we argue that Hansen’s arguments are mistaken in several respects. Most importantly, she underestimates the demands of respecting autonomy and overestimates the cost of positive labeling. Moreover, she mistakenly implies that only a small minority of people desire information about GM content. We also explore the extent to which her arguments would apply to the US context, and argue that any discussion of the relationship between autonomy and labeling should include not just considerations of consumer autonomy but also considerations of what we call citizen autonomy.     

Exploring Influences of Different Communication Approaches on Consumer Target Groups for Ethically Produced Beef

Communicating the process quality of ethically produced food effectively is of highest interest to policy makers, organizations, retailers and producers in order to enhance ethical food production and increase ethical label use. The objective of this paper is to unveil the effectiveness of different communication treatments in regard to changing purchase behavior of different consumer groups. Different communication material for beef produced according to consumer expectations was compiled and applied in a consumer survey—incorporating a choice experiment and a questionnaire—with 676 respondents in three cities of Germany. A Latent Class Mixed Logit Model was basis to identify different consumer segments and their response to the different communication treatments. The effects of different communication treatments unveil the importance to address information in an objective manner. Target groups could be enlarged through the assessment of clear, objective information. Moreover, most consumers were more likely to refrain from choosing a cheap beef product from conventional, barn-based rearing. Hence, consumers might be interested in reducing their overall consumption of beef and prefer the consumption of high value ethical beef with less frequency. Producers, market actors and policy makers should realize that a high share of consumers, not only smaller target groups, value ethical food and may be ready to change their consumption habits, if they are adequately informed.     

Impact of climate change on food security of small islands: The case of Mauritius

This paper studies the implications of high food prices resulting from climate change on food security in small islands, using Mauritius as a case‐study. Climate change may adversely impact prices of agricultural commodities. The study derives and calculates the government costs and the welfare effects of an increase in the world price of rice on consumers in Mauritius. Using an equilibrium displacement model, this study finds that an increase in the price of rice by 35%, as predicted by the literature on climate change and rice prices, will result in an increase of 28.8% in government spending, representing the additional outlays to support the subsidy scheme for food security. Using 2012 as the baseline, the welfare analysis results suggest that consumer surplus for ration rice consumers increases by 626 million Mauritian Rupees (MUR) or US$18 million while consumer surplus decreases by MUR454 million (US$13 million) for basmati rice consumers.     

Freezing and drying effects on potential plant contributions to phosphorus in runoff

Phosphorus (P) in runoff from landscapes can promote eutrophication of natural waters. Soluble P released from plant material can contribute significant amounts of P to runoff particularly after plant freezing or drying. This study was conducted to evaluate P losses from alfalfa or grass after freezing or drying as potential contributors to runoff P. Alfalfa (Medicago sativa L.) and grass (principally, Agropyron repens L.) plant samples were subjected to freezing and drying treatments to determine P release. Simulated rainfall runoff and natural runoff from established alfalfa fields and a grass waterway were collected to study P contributions from plant tissue to runoff. The effects of freezing and drying on P released from plant tissue were simulated by a herbicide treatment in selected experiments. Soluble reactive P (SP) extracted from alfalfa and grass samples was markedly increased by freezing or drying. In general, SP extracted from plant samples increased in the order fresh < frozen < frozen/thawed < dried, and averaged 1, 8, 14, and 26% of total P in alfalfa, respectively. Soluble reactive P extracted from alfalfa after freezing or drying increased with increasing soil test P (r(2) = 0.64 to 0.68), suggesting that excessive soil P levels increased the risk of plant P contributions to runoff losses. In simulated rainfall studies, paraquat (1,1'-dimethyl-4, 4'-bipyridinium ion) treatment of alfalfa increased P losses in runoff, and results suggested that this treatment simulated the effects of drying on plant P loss. In contrast to the simulated rainfall results, natural runoff studies over 2 yr did not show higher runoff P losses that could be attributed to P from alfalfa. Actual P losses likely depend on the timing and extent of plant freezing and drying and of precipitation events after freezing.     

Co-creating an alternative: the moral economy of participating in farmers’ markets

Growing dissatisfaction with the globalised food system, articulated on the behalf of both producers and consumers, has caused a variety of public debates surrounding the ethics of food production and consumption to become increasingly visible in society over the last two decades. Simultaneously, farmers’ markets (FMs) and other forms of direct marketing have experienced a noteworthy increase in participants, indicating an emerging demand for an alternative to conventional food networks, alternatives that are often perceived as providing a more just and moral relationship to food production and consumption. This study examines consumer and producer motivations for participation in FMs and opinions towards conventional and alternative agriculture in order to elucidate what (if any) values and morals are shared among producers and consumers. This study draws upon the theoretical framework of moral economy to understand whether these shared values suggest FM participants are working to co-create an alternative economy based on “moral” principles such as fairness, justice, and reciprocity. This mixed-methods study consists of consumer surveys (N?=?377) and semi-structured interviews with producers (N?=?17) from five FMs in the state of Delaware. The results suggest that producer and consumer motivations to participate in FMs, particularly a shared emphasis on social value, are indicative of a sense of moral economy. However, this moral economy is complicated by tension towards consumers and the alternative food movement more generally expressed on behalf of producers.     

From Trust to Trustworthiness: Why Information is not Enough in the Food Sector

The many well-publicized food scandals in recent years have resulted in a general state of vulnerable trust. As a result, building consumer trust has become an important goal in agri-food policy. In their efforts to protect trust in the agricultural and food sector, governments and industries have tended to consider the problem of trust as merely a matter of informing consumers on risks. In this article, we argue that the food sector better addresses the problem of trust from the perspective of the trustworthiness of the food sector itself. This broad idea for changing the focus of trust is the assumption that if you want to be trusted, you should be trustworthy. To provide a clear understanding of what being trustworthy means within the food sector, we elaborate on both the concept of trust and of responsibility. In this way we show that policy focused on enhancing transparency and providing information to consumers is crucial, but not sufficient for dealing with the problem of consumer trust in the current agri-food context.     

Reducing Meat Consumption in Today’s Consumer Society: Questioning the Citizen-Consumer Gap

Our growing demand for meat and dairy food products is unsustainable. It is hard to imagine that this global issue can be solved solely by more efficient technologies. Lowering our meat consumption seems inescapable. Yet, the question is whether modern consumers can be considered as reliable allies to achieve this shift in meat consumption pattern. Is there not a yawning gap between our responsible intentions as citizens and our hedonic desires as consumers? We will argue that consumers can and should be considered as partners that must be involved in realizing new ways of protein consumption that contribute to a more sustainable world. In particular the large food consumer group of flexitarians offer promising opportunities for transforming our meat consumption patterns. We propose a pragmatic approach that explicitly goes beyond the standard suggestion of persuasion strategies and suggests different routes of change, coined sustainability by stealth, moderate involvement, and cultural change respectively. The recognition of more routes of change to a more plant-based diet implies that the ethical debate on meat should not only associate consumer change with rational persuasion strategies and food citizens that instantiate “strong” sustainable consumption. Such a focus narrows the debate on sustainable protein consumption and easily results in disappointment about consumers’ participation. A more wide-ranging concept of ethical consumption can leave the negative verdict behind that consumers are mainly an obstacle for sustainability and lead to a more optimistic view on modern consumers as allies and agents of change.     

Regulating Functional Foods in the European Union: Informed Choice versus Consumer Protection?

Due to the rise of functional foods,the distinction between foods and medicines hasbecome increasingly blurred. A new EUregulation covering health claims and otherclaims on food and drink products is on thedocks. A basic motive of legal regulation oflabeling and advertising is to inform andprotect the consumer. Promotion of informedchoice and consumer protection may, however, beconflicting objectives. A further problemsprings from the fact that choice, likeconsent, is a propositional attitude andtherefore opaque. Thus it is extremelydifficult for regulators to fasten onparticular formulations of claims. Despite theprofessed respect for the autonomy of theconsumer, paternalism is never far away andeasily enters in various guises.     

One ecosystem,one food system: the social and ecological context of food safety strategies

Eating is the most intimate relationship people can have with their environment. As people have migrated, in very large numbers, from various parts of the globe, as well as from the countryside to the city, they have brought to their new homes not only their intimate familial relationships, but also their intimate environmental relationships. Intraand international trade in human foods and animal feeds amounting to billions of dollars annually support these transplanted eating habits. Infectious disease agents, toxins and environmental contaminants of all sorts are globally distributed along with these foods. Furthermore, the internationalization of a substantial portion of the food industry, along with urbanization, has resulted in unrealistic consumer perceptions of food, and fostered ecologically and socially unsound food production and food safety practices, which themselves are creating new food safety problems. Effective food safety strategies, which by necessity must account for the contamination of the environment in which the food is grown, as well as the environments through which it passes on the way to the consumer, need to be global in both breadth (socially and geographically) and depth (ecologically). As well, the desire for democratic social control now evident throughout the world, along with this diversity of culinary tastes, suggest that a successful global food safety strategy would do well to reflect the kinds of diversity and complex interactions seen in natural ecosystems.     

Meeting Consumer Concerns for Food Safety in South Korea: The Importance of Food Safety and Ethics in a Globalizing Market

As the issue of food safety became one of the important public agenda, consumer concern for food safety became the general public concern. The Korea U.S. Free Trade Agreement (KORUS FTA) completion allowing import of U.S. beef to Korea has turned into a massive public uproar and a series of demonstrations, revealing widespread concerns on the part of Korean producers and consumers about government food safety regulations and mishandling of the beef trade requirement. The mishandling of public concerns for BSE on U.S. beef import by the administrators led to a breakdown of the relationship between the public and the government and a loss of consumer confidence in Korea’s food safety system. The KORUS FTA beef crisis raised the issues of government accountability and the importance of understanding moral and ethical aspects of food safety management that pose perceived risk for BSE by the Korean citizen. The aim of this paper is to address the importance of understanding consumer concerns, food ethics and of appropriate risk communication in dealing with politically and publically sensitive food safety issues. This is achieved by assessing the factors that contributed to the conflict between the Korean government and the Korean public over the KORUS FTA beef agreement.     

An environmental assessment of food supply chains: a case study on dessert apples

The contemporary food system provides consumers with convenience, extensive choice, and the year-round availability of fresh produce. In this paper these achievements are recognized within the context of the associated environmental impacts. While many analyses have considered the energy and material efficiency of various options for food production and packaging, very few studies have investigated the environmental impacts of the transport components of food supply chains. This is surprising, given that the global sourcing of food produce, centralized distribution systems, and shopping by car have become prevalent in recent decades and have contributed to an increase in the distance between producer and consumer or “food miles.” In a case study the transport energy consumption is calculated for all possible ways in which dessert apples can be supplied to the UK consumer. The aim is to assess the environmental performance of the predominant fresh produce supply chains and to investigate claims that localized systems are more environmentally efficient. The main criteria used to compare the environmental efficiency in alternative food supply chains are the transport-related fossil-fuel energy consumption and associated carbon dioxide emissions. Analysis of the empirical data shows that transportation is now responsible for a considerable fraction of the total energy consumption in the life cycle of fresh apples, and in most cases exceeds the energy consumed in commercial apple cultivation. By developing local production and marketing systems for fresh products, transport demand can be reduced and many of the environmental impacts associated with existing supply chains can be avoided. The results of the study are then discussed in relation to the wider issues of transport policy, international trade, food security, and product-related environmental information for consumers.     

Consumer Attitudes Towards the Development of Animal-Friendly Husbandry Systems

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.     

Is local produce more expensive? Challenging perceptions of price in local food systems

This research examines price in local food systems to identify whether the perception that local is more expensive is justified. This study seeks to contribute to the field by addressing the dearth of quantitative price and availability research and building upon existing empirical research by considering a broader range of distribution channels and organic produce. Without a stronger understanding of pricing structures and distribution models, local food initiatives are based on assumptions rather than evidence. Using a case-study approach of the Region of Waterloo (Ontario, Canada), price and product data were collected at 11 outlets over a 6-month period. The study involved regression analysis of six locally produced fruits and vegetables based on local, Ontario, and organic attributes associated with the products and comparison with consumer willingness-to-pay research. Results show that local produce in the case study is not consistently more expensive than the non-local option. Both price discounts and premiums are found, depending on the product. These findings challenge the “local is more expensive” assumption and support suggestions that local food systems can be spaces for social inclusion. The organic attribute is associated with a price premium in all cases and may create confusion among consumers given frequent overlap between the local and organic attributes. Proponents of local food can use the results of this study to inform programme and policy development. Most notably, the study suggests that education around the distinction between local and organic as well as challenges to the price perception could be of benefit.     

You Are What You Eat: Genetically Modified Foods, Integrity, and Society

Thus far, the moral debateconcerning genetically modified foods (GMF) hasfocused on extrinsic consequentialist questionsabout the health effects, environmental impacts,and economic benefits of such foods. Thisextrinsic approach to the morality of GMF isdependent on unsubstantiated empirical claimsand fails to account for the intrinsic moralvalue of food and food choice and theirconnection to the agent's concept of the goodlife. I develop a set of objections to GMFgrounded in the concept of integrity andmaintain that food and food choice can beintimately connected to the agent's personalintegrity. I argue that due to the constitutionof GMF and the manner in which they areproduced, such foods are incompatible with thefundamental values and integrity of certainindividual moral agents or groups. I identifythree types of integrity that are threatened byGMF: religious, consumer, and integrity basedon certain other moral or metaphysical grounds.I maintain that these types of integrity aresufficiently important to provide justificationfor political and societal actions to protectthe interests of those affected. I conclude byproposing specific steps for handling GMFconsistent with the moral principles ofinformed consent, non-maleficence, and respectfor the integrity of all members of society.They include mandatory labeling of GMF, theimplementation of a system for control andregulations concerning such foods, andguaranteed provision of conventional foods.     

Public and Consumer Policies for Higher Welfare Food Products: Challenges and Opportunities

Farm animal welfare in livestock production is a topical and important issue attracting growing interest of policy makers, consumers, stakeholders in the supply chain and others. While there is much public interest in the issue this is not reflected in the supply and market shares of animal food products that are produced under welfare standards that exceed legislative requirements. Given the obstacles to devising stricter legislative standards, higher welfare animal food products are mostly made available through market-based approaches. This paper discusses different challenges and opportunities for a range of public and consumer policies and makes recommendations on how these might be strengthened. The paper does not report primary empirical findings but assembles available knowledge on citizen and consumer attitudes and perceptions towards animal welfare from various research disciplines. We argue that in order for public and consumer policies to be (more) efficient and effective, it is important to develop a segmented and targeted strategy. This paper will thus elaborate on what information could and should be provided to whom. This implies the need for a good understanding of how people conceptualize farm animal welfare. Further, information provisioning should address the needs and expectations of those specific consumer segments most likely to be motivated to purchase higher welfare products. Based on the assembled information, opportunities and challenges for information provisioning and communication to the public and consumers are identified. The merits and limitations of different forms of information provisioning and animal welfare labelling are discussed and recommendations are set forth for future research.     

Consumer Choice and Farmers’ Markets

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.     

Public Health,Ethics, and Functional Foods

Functional foods aim to provide a positive impact on health and well-being beyond their nutritive content. As such, they are likely candidates to enhance the public health official’s tool kit. Or are they? Although a very small number of functional foods (e.g., phytosterol-enriched margarine) show such promise in improving individual health that Dutch health insurance companies reimburse their costs to consumers, one must not draw premature conclusions about functional foods as a group. A large number of questions about individual products’ safety, efficacy, and affordability need to be answered before they might become an important part of the public health agenda. More importantly, though, the costs and benefits of functional foods relative to alternative mechanisms of public health improvement need to be ascertained. Alternative scenarios that warrant investigation are mainly the supply of nutraceutical ingredients in pill form targeting “at risk” groups and consumer education on diet and lifestyle.     

Myths and realities of the “new” green economy

This article details new research showing that the majority of U.S. consumers have strong inclinations to buy earth-sustainable food products. Contrary to prevailing beliefs in the industry, the market potential for these products is enormous—52 percent of consumers are willing to buy “green,” and nearly one-third (30 percent) can actually be considered as the core market for earth-sustainable food products. Yet these products currently represent only 2 percent of all food sales. This immense gap can be eliminated by turning our focus from supply (an endless stream of new product introductions) to demand (the needs of the consumer). Doing so requires a clear understanding of the consumer and the dispelling of several myths that pervade the marketplace today. Information in this article was taken from Phase 1 of The Hartman Report—Food and the Environment: A Consumer's Perspective, which examines the consumer segments in much more detail with regard to attitudinal, demographic, and psychographic profiles. The report was commissioned, in part, by The Kellogg Foundation, The Food Alliance, and Cascadian Farm. Phase II of the research more closely examines those segments that represent the key target markets for these products, including information on the effects of advertising, public relations, and labels in communicating environmentally sustainable product messages. Phase III will develop specific retail tactics that can be effective in delivering products and services to the most important segments. For information on obtaining a copy of the report, contact The Hartman Group at 206–451–9094.