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.     

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.     

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.     

The Organic Food Philosophy: A Qualitative Exploration of the Practices, Values, and Beliefs of Dutch Organic Consumers Within a Cultural–Historical Frame

Food consumption has been identified as a realm of key importance for progressing the world towards more sustainable consumption overall. Consumers have the option to choose organic food as a visible product of more ecologically integrated farming methods and, in general, more carefully produced food. This study aims to investigate the choice for organic from a cultural–historical perspective and aims to reveal the food philosophy of current organic consumers in The Netherlands. A concise history of the organic food movement is provided going back to the German Lebensreform and the American Natural Foods Movement. We discuss themes such as the wish to return to a more natural lifestyle, distancing from materialistic lifestyles, and reverting to a more meaningful moral life. Based on a number of in-depth interviews, the study illustrates that these themes are still of influence among current organic consumers who additionally raised the importance of connectedness to nature, awareness, and purity. We argue that their values are shared by a much larger part of Dutch society than those currently shopping for organic food. Strengthening these cultural values in the context of more sustainable food choices may help to expand the amount of organic consumers and hereby aid a transition towards more sustainable consumption.     

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.     

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.     

Food System Fragility and Resilience in the Aftermath of Disruption and Controversy

Discussions about “disruptive” food controversies abound in popular and academic literatures, particularly with respect to meat production and consumption, yet there is little scholarship examining what makes an event disruptive in the first instance. Filling this gap will improve our understanding of how food controversies unfold and why certain issues may be more likely to linger in the public consciousness as opposed to others. I address these questions by using focus groups and in-depth interviews to analyze five potentially upsetting topics: dietary warnings about meat consumption, meat safety recalls, eating meat directly from the skull of the animal, the morality of killing animals for food, and the “pink slime” debate. Findings suggest that disruptive events involve negative affective reactions to safety hazards, disgust-provoking sensory cues, and/or ethical dilemmas. When these cues exist in isolation from one another, consumers’ reactions are quite often short-lived, while the simultaneous presence of multiple disruptive elements in the context of a single issue or event can trigger a far stronger reaction.     

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.     

Operationalizing Ethics in Food Choice Decisions

There is a large gap between attitude and action when it comes to consumer purchases of ethical food. Amongst the various aspects of this gap, this paper focuses on the difficulty in knowing enough about the various dimensions of food production, distribution and consumption to make an ethical food purchasing decision. There is neither one universal definition of ethical food. We suggest that it is possible to support consumers in operationalizing their own ethics of food with the use of appropriate information and communication technology. We consider eggs as an example because locally produced options are available to many people on every continent. We consider the dimensions upon which food ethics may be constructed, then discuss the information required to assess it and the tools that can support it. We then present an overview of opportunities for design of a new software tool. Finally, we offer some points for discussion and future work.     

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.     

Will Consumers Save The World? The Framing of Political Consumerism

An active ethically conscious consumer has been acclaimed as the new hero and hope for an ethically improved capitalism. Through consumers’ “voting” at the checkout, corporations are supposed to be held accountable for their conduct. In the literature on political consumerism, this has mainly been approached as political participation and governance. In this article, we do a critical review of this literature. We do so by questioning the existence of what we call a “generic active consumer model.” At the core of this position, there is a belief that the active consumer is a universal entity, available across nations and time. Instead we call for an approach that takes accord of the ways consumers and consumer roles are framed in interactive processes in markets, governance structures, and everyday life. Consumers in different countries assess their responsibilities and their powers as consumers differently due to different institutionalizations within distinctive contexts. We also must take into account how the inertia of ordinary consumption and the moral complexities of everyday life restrict the adoption of an active consumerist role. Hence, the debate on political consumerism should make for a more realistic notion of ethical consumer-sovereignty and its role in improving the workings of capitalism. In our view, these findings have severe implications for understanding both theories of political consumption and the dynamics of political consumption per se.     

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.     

John Rawls’s Theory of Justice and Large-Scale Land Acquisitions: A Law and Economics Analysis of Institutional Background Justice in Sub-Saharan Africa

During the 2007–2008 global food crisis, the prices of primary foods, in particular, peaked. Subsequently, governments concerned about food security and investors keen to capitalize on profit-maximizing opportunities undertook large-scale land acquisitions (LASLA) in, predominantly, least developed countries (LDCs). Economically speaking, this market reaction is highly welcome, as it should (1) improve food security and lower prices through more efficient food production while (2) host countries benefit from development opportunities. However, our assessment of the debate on the issues indicates critical voices in both the media and academic discourse. This article aims to provide a philosophical law and economics analysis. We draw on John Rawls’s Theory of Justice, focusing on Rawls’s background institutions for distributive justice (§43) to evaluate LASLA form an ethical angle. Approaching LASLA into Sub Saharan LDCs as a socio-economic reform redistributing land from the local population of LDCs to investors, we acknowledge that they bear a highly desirable potential. Often, though, they cannot be regarded as ethically correct in practice as the insignificant improvements for local populations and sometimes even human rights violations contradict Rawls’s principles of justice. Then investigating whether and how international law can help overcome the shortcomings, we conclude that even though respective mechanisms exist in the current state of international law, it is hardly possible that it will produce more just outcomes in the near future.     

Ethical Issues in Mitigation of Climate Change: The Option of Reduced Meat Production and Consumption

In this paper I discuss ethical issues related to mitigation of climate change. In particular, I focus on mitigation of climate change to the extent this change is caused by livestock production. I support the view—on which many different ethical approaches converge—that the present generation has a moral obligation to mitigate climate change for the benefit of future generations and that developed countries should take the lead in the process. Moreover, I argue that since livestock production is an important contributing factor to climate change, we should undertake mitigation measures also in this sector and not only in, for example, the transport and energy sectors. However, technological solutions do not seem sufficient in the livestock sector, leaving us with the option of reduced meat production and consumption. In order to reach significant results in mitigation of climate change, political steering seems necessary. With this in mind, I argue in favor of a tax on meat consumption.     

Selective Patronage and Social Justice: Local Food Consumer Campaigns in Historical Context

In the early 2000s, the development of local food systems in advanced industrial countries has expanded beyond creation and support of farmers’ markets and community supported agriculture farms and projects to include targeted Buy Local Food campaigns. Non-governmental groups in many U.S. places and regions have launched such campaigns with the intent of motivating and directing consumers toward more local food purchasing in general. This article examines the current manifestations and possibilities for social justice concerns in Buy Local Food campaigns, by considering them within the more general category of “selective patronage“ campaigns. Historical campaign examples, such as Buy Union, Buy American, and Buy Black campaigns, offer instructive comparisons to contemporary consumer campaigns promoting local food. Through examining the construction of threats, intended beneficiaries, products to be avoided, and those to be preferentially selected, the paper demonstrates how selective patronage campaigns have emphasized social justice needs and concerns for designated groups in ways that have been potentially exclusionary of other disadvantaged groups and thus undermining of social justice more broadly. As a contemporary instance of “selective patronage,“ Buy Local Food campaigns exhibit similar contradictory impulses, which are intensified by the conceptual and practical pitfalls in designating “local.“ The article concludes by considering how the challenges and prospects for commitments to social justice in local food consumer campaigns reinforce the importance of emerging initiatives centered on domestic fair trade.     

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.     

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.     

Building a Sustainable Future for Animal Agriculture: An Environmental Virtue Ethic of Care Approach within the Philosophy of Technology

Agricultural technologies are non-neutral and ethical challenges are posed by these technologies themselves. The technologies we use or endorse are embedded with values and norms and reflect the shape of our moral character. They can literally make us better or worse consumers and/or people. Looking back, when the world’s developed nations welcomed and steadily embraced industrialization as the dominant paradigm for agriculture a half century or so ago, they inadvertently championed a philosophy of technology that promotes an insular human-centricism, despite its laudable intent to ensure food security and advance human flourishing. The dominant philosophy of technology has also seeded particular ethical consequences that plague the well-being of human beings, the planet, and farmed animals. After revisiting some fundamental questions regarding the complex ways in which technology as agent shapes our lives and choices and relegates food and farmed constituents into technological artifacts or commodities, I argue that we should accord an environmental virtue ethic of care—understood as caretaking—a central place in developing a more conscientious philosophy of technology that aims at sustainability, fairness, and humaneness in animal agriculture. While technology shapes society, it also is socially shaped and an environmental virtue ethic of care (EVEC) as an alternative design philosophy has the tools to help us take a much overdue inventory of ourselves and our relationships with the nonhuman world. It can help us to expose the ways in which technology hinders critical reflection of its capacity to alter communities and values, to come to terms with why we may be, in general, disengaged from critical ethical analysis of contemporary agriculture and to consider the moral shape and trajectory and the sustainability of our food production systems going into the future. I end by outlining particular virtues associated with the ethic of care discussed here and consider some likely implications for consumers and industry technocrats as they relate to farming animals.     

Sustainable consumption and production: Trends, challenges and options for the Asia-Pacific region

This paper highlights current trends in consumption and production patterns in Asian developing countries and emerging economies. It describes the main challenges and opportunities for Asian countries making the transition towards sustainable consumption and production patterns. The main challenge for Asian economies is to address the unsustainable consumption patterns of urban consumers, which entails a policy shift from the current focus on pollution and inefficient industrial production. In view of future consumption trends and the global convergence of consumption patterns, the characteristics of the emerging 'global consumer class' are examined, with particular focus on urban ecological footprints and carbon emissions. Furthermore, the difference between urban and rural consumption is discussed, together with opportunities for low-carbon urban development in the megacities of Asian developing countries. To conclude, the paper presents an overview of current policy measures taken in Asian countries to green economic development and realise sustainable consumption and production patterns.