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.     

Between Ideals and Reality: Development and Implementation of Fairness Standards in the Organic Food Sector

The organic sector is in an ongoing, but somewhat ambiguous, process of differentiation. Continuing growth has also entailed intensified competition and the emergence of conventional structures within the sector. Producers are under pressure to adapt their terms of production to these developments, bearing the risk that the original values and principles of organic farming may become irrelevant. To confront these tendencies and maintain their position on the market, organic producers and processors have launched a number of organic–fair initiatives. As some consumers attach importance to ethical aspects of consumption, these actors sense market opportunities in such quality differentiation. This article presents results of a study on current organic–fair criteria, as formulated by such initiatives. All of them define standards of distributive, procedural and informational fairness, with fair prices for producers and processors and long-term agreements being core standards. We show that distributive and procedural fairness are closely linked. Although organic–fair initiatives and their main protagonists focus on external fairness, such as fair prices for farmers, thus far internal concerns, such as minimum wages or employee involvement, are of less importance. The initiatives exemplify the differentiation of quality-oriented organic food producers in highly competitive markets. They have the potential to revitalise the original values of the sector and contribute significantly to ethical standardization therein. In order to make a substantial contribution to future development of the sector, a critical examination of aspects of internal fairness as well as the formulation of appropriate standards in this field is recommended.     

Taking Consumers Seriously: Two Concepts of Consumer Sovereignty

Governments, producers, and international free tradeorganizations like the World Trade Organization (WTO) areincreasingly confronted with consumers who not only buy (or don'tbuy) goods, but also demand that those goods are producedconforming to certain ethical (often diverse) standards. Not onlysafety and health belong to these ethical ideals, but animalwelfare, environmental concerns, labor circumstances, and fairtrade. However, this phantom haunts the dusty world of social andpolitical philosophy as well. The new concept ``consumersovereignty' bypasses the conceptual dichotomy of consumer andcitizen.According to the narrow liberal response to this newconstellation, with respect to food one should conceptualizeconsumer sovereignty as the right of the individual consumer toget information on food products and to make his or her ownchoice on the market of food products. In this conception, thereis a very strong emphasis on rules and principles with respect tothe autonomy of individuals.I argue that these narrow liberal concepts are not sufficient forappropriate public policy-making in democratic societies, andthat they only enable us to identify problems; they do not helpnon-experts (and experts, if it comes to that, as well) inweighing the different ethical claims. Besides, not onlyprinciples play a role in the outcome, but all kinds of ideals aswell, like roles, values, and norms. My principal argument isthat analysis or justification of norms or principles is notsufficient to get a synthesis or construction of ethicalsolutions: we need some value orientation to guide us inbalancing the different ethical claims by solving an ethicalproblem. Moreover, this balancing is something that requiressocial space and social time, i.e., public debates. With theconcept of public debates a whole new dimension enters ethicalanalysis, because the attention of ethicists shifts toformulating criteria of successful and rational public debates.However, in the broad liberal view these concepts aresupplemented with values, preferences, practices of care, andinvolvement. I argue firstly for a broadened perspective on foodas an integral part of life styles and not only as something thatpresents risks. That is the reason that food gets such intensiveattention from the public, which is summarized in the concept ofconsumer concerns. Secondly, I defend the argument that not only(rational) public debates, but intensive commitments of bothproducers and consumers in every link of the chain in so calledcare practices or consumer councils can enhance confidence in thefood production system and the way we extract our daily intakefrom nature.     

From disaster management to adaptive governance? Governance challenges to achieving resilient food systems in Australia

Building resilient food systems in the context of climate change and increased natural disasters depends on governance being more ‘adaptive’. Through a case study of events surrounding the extensive flooding that occurred in Queensland, Australia, in 2011, this paper examines how governance settings and processes affected food system actors’ engagement with three aspects of adaptive governance – responsibility, participation and collaboration – as those actors sought to ensure food availability and access during the crisis. We found that, despite the existence of formal governance instruments committed to disaster management, food security and resilience at local, state and national levels, responsibilities for ensuring food supply during a disaster were not clearly articulated. Responsibility was largely assumed by supermarkets, who in turn increased the influence of retailer–government coalitions. The participation of non-supermarket food system actors in governance was low, and there was limited collaboration between local, and other, levels of governance. The policy challenge is to ensure that responsibility, participation and collaboration become a stronger foci for adaptive governance during and after a disaster such as flooding.     

Ethics and Action: A Relational Perspective on Consumer Choice in the European Politics of Food

The lack of consistency between people’s engagement in ethical issues and their food choices has received considerable attention. Consumption as “choice” dominates this discourse, understood as decision-making at the point of purchase. But ideas concentrating on individual choice are problematic when trying to understand how social and ethical issues emerge and are dealt with in the practices of buying and eating food. I argue in this paper that “consumer choice” is better understood as a political ideology addressing a particular way in which everyday practices can be directed so as to solve social problems. It is a way that makes questions of power particularly challenging. Some assume consumer sovereignty, emphasizing consumer choice as a reflection of neoliberal deregulation and commercialization. Others worry that ongoing changes increase consumers’ powerlessness. None of these seem to capture that there is active regulation, where public as well as commercial and civil actors are making strong efforts to make people do the right thing—voluntarily. Labeling is the key measure. In practice, the individualized and rationalized model of responsibility depends not only on market opportunities, but even political and social expectations and trust. People may lack concrete capabilities and power to follow up on moral calls, but they may also have a different understanding of who is responsible and what is a “good deed,” or their actions may, in a Foucauldian sense, represent resistance. The paper will, with examples from European empirical studies, discuss how mobilization as well as inertia and disinterest emerge within specific political constellations and practical contexts.     

Food Sovereignty and Gender Justice

Food sovereignty asserts the right of peoples to define and organize their own agricultural and food systems so as to meet local needs and so as to secure access to land, water and seed. A commitment to gender equity has been embedded in the food sovereignty concept from its earliest articulations. Some might wonder why gender justice should figure so prominently in a food movement. In this paper I review and augment the arguments for making gender equity a central component of food sovereignty. The most common argument is: if women constitute the majority of the world’s food producers, then agricultural policy is a women’s issue. And insofar as patriarchal social relations continue to dominate the globe, then changing agricultural policies will require explicit attention to gender injustice. I suggest that this is a good argument, but that an ecological feminist perspective can provide additional theoretical reasons for maintaining the centrality of gender justice in food sovereignty discourse. Moreover, ecological feminism can provide a robust theoretical framework that coheres a concept and movement with a wide set of concerns. My critique positions food sovereignty’s call to social justice as embedded in a truly radical re-thinking of dominant conceptual frameworks, and re-envisioning of political and ethical relations.     

Food Law,Ethics, and Food Safety Regulation: Roles,Justifications, and Expected Limits

Recent food emergencies throughout the world have raised some serious ethical and legal concerns for nations and health organizations. While the legal regulations addressing food risks and foodborne illnesses are considerably varied and variously effective, less is known about the ethical treatment of the subject. The purpose of this article is to discuss the roles, justifications, and limits of ethics of food safety as part of public health ethics and to argue for the development of this timely and emergent field of ethics. The article is divided into three parts. After a short introduction on public health ethics, all levels of food safety processes are described and the role that ethics play in each of these levels is then analyzed. In the second part, different models describing the function of food law are examined. The relationship between these models and the role of ethics of food safety is assessed and discussed in the final part, leading to some relevant comments on the limits of the role and effect of ethics of food safety.     

Consumer Food Ethics: Considerations of Vulnerability,Suffering, and Harm

Over the past years, various accounts of ethical consumption have been produced which identify certain concepts as central to mediating the ethical relationship between the consumer and the consumed. Scholars across disciplinary fields have explored how individuals construe their ethical consumption responsibilities and commitments through the notions of identity, taking care and doing good, proximity and distance, suggesting the centrality of these themes to consumer engagement in ethical practices. This paper contributes to the body of research concerned with unravelling consumers’ conceptually mediated relationship to moral and ethical issues in the sphere of consumption by revealing a new set of ideas through which people interpret and relate to consumption ethics. Drawing upon findings from an empirical study on self-perceived ethical food consumers, I demonstrate that people’s perceptions and views of ethical problems around consumption are bound up with notions of vulnerability, suffering, and harm, and that these notions permeate and impact all aspects of ethical consumer behaviour. The paper concludes by arguing that we need to further explore the conceptual underpinnings of ethical consumer commitments and practices, and expand the conceptual toolkit of research on ethical consumption to account for a wider range of ideas and notions that shape individual as well as collective motivations, intentions, and actions throughout the process of becoming and being an ethical consumer. Finally, the paper suggests a specific analytical framework to facilitate such research.     

A market for nature: linking the production and consumption of organics in Tuscany

Contemporary analysis of the food sector has failed convincingly to link production to consumption, and it has not provided a sociological account of such links. This paper makes a provisional attempt to begin such an analysis and does so by examining the case of the market for organic food in Tuscany. It proposes that the ‘pioneers’ of organics in this region constituted a new food movement that succeeded in opening up a new market. However, this market could only be successfully expanded once other actors were enrolled in the market-making process, notably state agencies and supermarkets. The regional government, through new regulations and specific initiatives, integrated organic foods into rural development policy, thereby assisting producers in the process of conversion. Supermarkets co-operated in the implementation of these policies and made space for Tuscan organic products in their stores. So while the ‘pioneers’ began the process of market building, these later entrants were crucial to the stabilization and expansion of the organic sector in Tuscany. Thus, it can be concluded that the emergence of these new ‘markets’ for nature can only be adequately explained by analysing the full range of actors. Copyright © 2001 John Wiley & Sons, Ltd.     

Bioenergy and Land Use: Framing the Ethical Debate

Increasingly, ethical concerns are being raised regarding bioenergy production. However, the ethical issues often do not stand out very clearly. The aim of the present paper is to improve on this situation by analyzing the bioenergy discussion from the perspective of land use. From this perspective, bioenergy production may give rise to ethical problems because it competes with other forms of land use. This may generate ethical problems mainly for two reasons. First, bioenergy production may compete, directly or indirectly, with food production; and as consequence the food security of poor people may be adversely affected (social aspects arguments). Secondly, the production of bioenergy may directly or indirectly lead to deforestation and other changes of land use that have a negative effect on greenhouse gas emissions (environmental arguments). So from this perspective the main challenge raised by bioenergy production is to secure responsible land use. The purpose of the paper is not to advocate, or promote, a specific ethical position on bioenergy, but to structure the main arguments found. The paper falls in two parts. One part addresses social aspects arguments for using agricultural land for bioenergy—where food insecurity, malnourishment, and significant food poverty are the main concerns. The second part scopes environmental implications—notably greenhouse gas emissions impact, as affected by deforestation and other (indirect) land-use changes. Alongside showing some of the current dilemmas presented by wider land-use changes, arguments are analyzed from two ethical angels: a consequentialist and a deontological.     

Reflections on the Growing Influence of Good Agricultural Practices in the Global South

EurepGAP is a pioneering field level food safety protocol called ‘good agricultural practices’ currently exercising influence over the global food quality assurance system. Developed by a consortium of major European retailers, this private standard enforces codes of conduct that address issues of health and safety for producers and consumers, as well as working conditions and environmental management on the farmland. Despite various merits and benefits that the standard is premised to offer, the institutional design gives a financial edge to powerful large farms and exporters while diminishing opportunities for smaller growers and exporters to remain in the profitable agricultural export sector of the Global South. This paper explores the institutional origin and evolution of EurepGAP, discusses entry barriers and risks that EurepGAP imposes on the global value chain stakeholders, as well as the ethical implications from broader theoretical perspectives. Subsequently, it examines the evolving nature of a new trend in the fresh fruit and vegetable sector, i.e., the rise of public GAP standards. Promoted by some governments in the Global South, these GAP standards emphasize support for horizontal partnerships among value chain stakeholders, farmer participation, and less capital-intensive agricultural innovations. The paper argues that, within certain limitations, these GAP standards have the potential to be the major alternative GAP approach by encouraging a much broader inclusion of small-scale producers towards the attainment of various social, economic, and environmental benefits.     

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.     

The Paradox of E-Numbers: Ethical,Aesthetic, and Cultural Concerns in the Dutch Discourse on Food Additives

Persistent public distrust of food additives is often explained in terms of safety and health issues. The broad variety of ethical, aesthetic, and cultural concerns tends to be structurally ignored by food engineers and occasionally even by consumers themselves. The public controversy of food additives—commonly known as “E-numbers”—in the Netherlands is a case in point. Two discursive mechanisms prevent these concerns from becoming legitimate public issues: irrationalization and privatization. But these consumer concerns may not be as unreasonable as they seem, and they may even turn out to be not that private. As long as ethical, aesthetic and cultural concerns are not recognized by food engineers as legitimate issues, the controversy of food additives is not likely to find closure. Moreover, this lack of recognition blocks the opportunity for meaningful dialogue and trust building between food technology developers, policy makers, citizens and consumers.     

Recovering Food Commons in Post Industrial Europe: Cooperation Networks in Organic Food Provisioning in Catalonia and Norway

This paper explores food commoning through an ethnographic case study in Catalonia as our primary site while the Norwegian case is juxtaposed as a comparison, two agriculturally and economically different European countries. The ethnography analyses cooperation networks between organic food producers’ and consumers’ involving different nodes of community gardening initiatives, self-employed growers, local farmers and all of them under a unique cooperative integrating a community economy. The result it is a myriad of exchange practices ranging from reciprocity and barter to market exchange without intermediaries through on-line platforms. Along these exchanges different options of currency intervene giving rise to novel social and cooperative relations. Similar initiatives in Norway show less variation and are less experimental regarding forms of payment but share similarities in relation to material articulations, concerns and forms of alternative practice. Although these novel forms do not represent a complete break from the more standardized supply chains, and hence from the oppositions/contradictions of production and consumption, the participants see themselves as contributing to a more general process of de-commodification of food. We explore the extent to which the meaning and moral values are mutually constituted in relation to socioeconomic exchanges and environmental caring that each person experiences based on different forms of cooperation and reciprocity. Food, we suggest, is more than a commodity on the market that we may influence through our role as consumers. It is a significant focal point connecting our lives to those of others that articulates one’s relations to society in a political manner.     

Consumer Perceptions About Local Food in New Zealand,and the Role of Life Cycle-Based Environmental Sustainability

Local food is a popular subject among consumers, as well as food producers, distributors, policymakers and researchers in many countries. Previous research has identified that the definition of local food varies by context, and from country to country. The literature also suggested that environmental sustainability is one of the goals for many of the local food movements. While there is a substantial body of literature on local food internationally, limited research has been undertaken in New Zealand. This paper aims to understand how consumers define local food, what attributes they associate with local food, and the extent to which life cycle-based environmental aspects are represented in these attributes. Primary research employed quantitative methodology. This study identified that a majority of the respondents considered that local food may be defined as food that was produced in New Zealand and that support for community was the most important attribute associated with local food. Reduced GHG emission, conserving the landscape, and organic production were the life cycle-based environmental attributes that were associated with local food. This study provides a basis for further research into understandings of local food in New Zealand and how to improve communication among different social actors with respect to demand and supply of local food.     

Heterogeneous and unconventional coalitions around global food risks: integrating Brazil into the debates

Current debates about food-borne risks (GMOs and BSE) have not only deepened public concern about how food is produced on farms, processed in factories, and transported, stored and traded. More importantly, these debates have exposed a crisis related to central social issues, such as the role of science, politics and business corporations in the decision-making processes for determining which risks societies should, or are prepared to, assume. In this article, I discuss how cultural and social constructivist studies of environmental and health risks and Ulrich Beck's theory of world risk society can contribute to the analysis of how to deal with these conflicts. The criticism of quantitative methods of risk analysis has resulted in a certain idealization of the lay knowledge of risks as being intuitively more correct than the scientific one. One consequence of this polarization between expert and lay knowledge—idealizing the latter—is a disappointing vagueness when looking for alternatives on how to deal practically with risks that have important consequences. A key obstacle to the implementation of some of the suggestions presented by the critical risk analysis approach is that, for example, in the current global dynamics of food-borne risks we can find heterogeneous alliances for and against GMOs allying lay people and experts, as well as conventional and unconventional social actors, in a complicated manner, at the regional, national and international levels. Since a significant part of the analysis of manufactured risks focuses on the situation of highly industrialized countries, a more complex perspective of these lay and scientific alliances can be obtained from a more extensive study of the reactions surrounding GMOs and BSE in less-industrialized countries, such as Brazil. Copyright © 2002 John Wiley & Sons, Ltd.     

An examination of governance within extended producer responsibility policy regimes in North America

Extended producer responsibility seeks to integrate environmental impacts into the product lifecycle and achieve greater economic efficiencies in the management of products at end of life. For such integration to be actualized, however, producers may need to be accorded greater programmatic authority and flexibility than is often in some EPR policies that stipulate defined roles for other entities along the product chain. The proper allocation of responsibility among the parties and, in particular, the roles of the producers and local authorities remains a principal component of EPR policy construction. The analysis outlines four broad categories of financial and programmatic responsibility that currently reside within EPR programs in North America. The article concludes with recommendations for a research agenda to further define the governance characteristics that result in effective and efficient EPR programs.     

Ethical Tools to Support Systematic Public Deliberations about the Ethical Aspects of Agricultural Biotechnologies

This special issue of the Journal of Agricultural and Environmental Ethics presents so-called ethical tools that are developed to support systematic public deliberations about the ethical aspects of agricultural biotechnologies. This paper firstly clarifies the intended connotations of the term “ethical tools” and argues that such tools can support liberal democracies to cope with the issues that are raised by the application of genetic modification and other modern biotechnologies in agriculture and food production. The paper secondly characterizes the societal discussion on agricultural biotechnology and defends the thesis that normative perspectives fuel this discussion, so one cannot come to grips with this discussion if one neglects these perspectives. The paper thirdly agrues that no such thing exists as “one” societal debate in which these issues should be discussed. There are several interwined debates, and different actors participate in different discourses. Some practical instruments are necessary in order to include the right issues in these debates. These instruments will be coined as “ethical tools,” since they are practical instruments that can be used (tools) in order to support debates and deliberative structures for a systematic engagement with ethical issues (hence, ethical tools). Finally, the paper clarifies the ethics of these ethical tools and presents the tools as discussed in the remainder of this special issue: 1) tools to include ethical issues in public consulation and involvement; 2) tools to support systematic reflection upon ethical issues in decision-making; and 3) tools to support explicit communication about values in the food chain.     

<Emphasis Type="Italic">Laudato sì</Emphasis> and the New Paradigm of Catholic Environmental Ethics: Reflections on Environmentalist Movements in Italy

This article explores certain aspects related to the environmental ethical message in the Encyclical Letter Laudato si, written in 2015 by Pope Francis, leader of the Catholic Church, and compares them to recent Green party political movements in Italy. Italy offers a unique case study in that the religious background of the country acts as an independent variable with respect to the social acceptance of current environmental issues. The ethical message in Laudato sì is compared to recent debates on the moral responsibility of the individual and/or institution towards environmental problems; a range of responsibilities assumed by institutions versus individuals with regards to environmental problems are analyzed. In conclusion, parallels are made between the abovementioned ethical debate and the ethical contents of the Encyclical Letter.