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.     

What to Buy? On the Complexity of Being a Critical Consumer

This article criticises the notion that critical/political/ethical consumerism can solve issues related to sustainability and food production. It does this by analysing the complexity of the concept of sustainability as related to food choices. The current trend of pursuing a sustainable food production through critical purchase decisions rather than through regulation is shown to be problematic, as shopping for a more sustainable food system might be much harder than initially believed due to the conflicting values and inherent trade-offs entailed in the different notions of sustainability. Thus, critical consumerism may give way to false expectations as the complexity of choices transpires. One obvious way out is to let decisions regarding food choices be made earlier in the food production chain as well as through new modes of governance engaging members of civil society in their capacity as citizens rather than consumers. This entails complementing society’s reliance on critical consumerism with a citizen-oriented and political process in support of making more sustainable food choices.     

Consumer Exit, Voice, and Loyalty: Indicative, Legitimation, and Regulatory Role in Agricultural and Food Ethics

Disputes over agriculture and foodproduction have occurred against a background ofdisputed authority with regard to governments,experts, and single issue pressure groups. Consumershave intervened in quite significant ways with manyaltering their buying patterns. The conventionalassessment of consumer ``preferences' throughaggregated purchases fails to reflect the ethicalnature of significant numbers of purchase decisions.Nevertheless, consumers seem to offer a wider basis onwhich to consider ethical issues. The author proposesthat a valuable inclusion of consumer opinion in thedebates would require a move away from neo-classicaleconomics and the selective inclusion of consumeropinion to unravel the complexity of (aggregated)consumer behavior. It is argued that Hirschman'sframework of ``exit, voice, and loyalty' is a moreappropriate tool for the understanding of ethics infood consumption.     

Ethical Issues in Aquaculture Production

The ethical issues raised by aquaculture were analyzed. A modification of the Ethical Matrix of the Food Ethics Council for the evaluation of novel foods was used; the Ethical Matrix was changed in order to include the various aquaculture production stages separately. The following stages were distinguished: the breeding stage, the growth/feeding stage, the “other-handling” stage (that includes disease and treatment, transportation of organisms, killing procedure, and DNA vaccinations), and the commercialization stage. The ethical issues concerning the producers, the consumers, the environment, and the aquacultured organisms, are discussed. This scheme was fitted to the intensive cage-culture of carnivorous fish. The differences with other forms of aquaculture are discussed, and how the scheme extrapolates to them. The ethical evaluation of aquaculture, in practice, will be rather a utilitarian balancing of cost and benefits of the respective actions. The desired characteristics of an ethical evaluation have been also outlined. Ethical evaluation should not be limited to a purely scientific analysis; it should be holistic, comparable to available alternatives, and should have the flexibility to incorporate new data generated in the fast growing/continuous changing aquaculture sector.     

Green product purchase intention: Some insights from a developing country

This paper examines from the motivational perspective of the Theory of Reasoned Action (TRA) how individual values and attitudes in a developing country influence purchase intention of a green product. It also investigates how values may affect attitudes towards environmentally responsible purchase intention. The study analyzed data collected from 257 working respondents who were asked their views concerning their value sets, attitudes and purchase intention of cloth diapers using the Structural Equation Modeling (SEM) technique. Findings indicate individual consequences relating to amount of effort and convenience of consumers is negatively related to intention to purchase green product. Environmental consequences are not a significant predictor of environmentally responsible purchase intention. Conservation value was found to be positively related to attitude on environmental consequences but less intensely with individual consequences while both self-transcendence value and self-enhancement value were positively related to individual consequences. Individual consequences and self-enhancement value were negatively related to environmentally responsible purchase intention. This paper has shown that the extended TRA is applicable and also this paper has enhanced understanding of predictors of environmentally responsible purchase intention in a developing country context.     

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.     

The Influence of Knowledge and Motivation on Sustainable Label Use

Sustainable labels are considered the best way for consumers to identify brands with environmental or social attributes on the shelves, and therefore promoted as a means to develop the so-called “ethical markets”. However, little is known about how consumers use these brands. This paper tries to offer complementary theoretical insights on the determinants of sustainable label use by drawing on the economic model of information search; in particular, it examines the influence of two factors on the purchase of such labels: motivation and knowledge. Information was gathered through a structured questionnaire in personal interviews with 289 primary buyers. The study found that education influences directly knowledge, while Motivation influences Label use both directly and indirectly, via Label knowledge. This study concludes that Motivation is the most powerful factor to explain Label use; knowledge is a necessary but not sufficient condition. Even more, consumers may not have a good understanding of sustainable labels and still use them in their purchasing decisions. This suggests that there is a dual processing mode of sustainable labels, both systematic and heuristic.     

Systems In Organic Dairy Production

The aim of this study was to explore stakeholder perceptions of the contribution of an Automatic Milking System (AMS) to sustainable development of organic dairy production in Denmark and the Netherlands. In addition, reasons for the current difference in AMS use on organic dairy farms between both countries were explored. To answer above mentioned aims, farmers and advisors in both countries were interviewed using a focus group approach. Questions of the interviews were based on a literature review on sustainability issues affected by introduction of AMS. Participants expressed no moral problems regarding AMS use. They, however, pointed out uncertainty about the economic gain, difficulties with grazing, adaptation problems to technology, and image problems towards consumers. The latter results from a reduction in grazing time affecting both animal welfare and product quality. The participants did not recognize eutrophication, as result of high stocking density on farmstead lots, as a problem caused by AMS. The milk quality problem related to AMS use, although acknowledged as crucial towards consumers, was not prioritized very highly, especially not by the farmers in both countries. All groups were, however, unanimous in their perception of how important image was as far as the consumers are concerned. The perception analysis revealed that Dutch participants were more concerned about the economic payoff of AMS use, and showed more reluctance towards enlargement than Danish ones. In addition, they acknowledged the small-scale naturalness of organic production. These differences in perception could possibly explain observed differences in AMS use in organic dairy production between Denmark and the Netherlands.     

Ethical Consumption, Values Convergence/Divergence and Community Development

Ethical consumption is on the rise, however little is known about the degree and the implications of the sometime conflicting sets of values held by the broad category of consumers who report consuming ethically. This paper explores convergence and divergence of ethical consumption values through a study of organic, fair trade, and local food consumers in Colorado. Using survey and focus group results, we first examine demographic and attitudinal correlates of ethical consumption. We then report evidence that while many organic, fair trade, and local food consumers converge around similar values, some Colorado consumers support only local food, while opposing the consumption of organic and fair trade products. Next, we investigate how ethical consumers who converge and diverge frame their commitment to consuming ethically. The discussion and conclusion suggest that community development planners of projects that focus on ethical consumption will need to successfully traverse issues stemming from convergence and divergence to enjoy long-term sustained success.     

Constrained Choice and Ethical Dilemmas in Land Management: Environmental Quality and Food Safety in California Agriculture

As environmental and conservation efforts increasingly turn towards agricultural landscapes, it is important to understand how land management decisions are made by agricultural producers. While previous studies have explored producer decision-making, many fail to recognize the importance of external structural influences. This paper uses a case study to explore how consolidated markets and increasing corporate power in the food system can constrain producer choice and create ethical dilemmas over land management. Crop growers in the Central Coast region of California face conflicting demands regarding environmental quality and industry imposed food safety standards. A mail survey and personal interviews were used to explore growers’ perceptions and actions regarding these demands. Results indicate that in many cases growers face serious ethical dilemmas and feel pressured by large processing and retail firms to adopt measures they find environmentally destructive and unethical. Future strategies to address environmental issues on agricultural landscapes should consider the economic constraints producers face and the role of large firms in creating production standards.     

Sustainable Food Consumption: Exploring the Consumer “Attitude – Behavioral Intention” Gap

Although public interest in sustainability increases and consumer attitudes are mainly positive, behavioral patterns are not univocally consistent with attitudes. This study investigates the presumed gap between favorable attitude towards sustainable behavior and behavioral intention to purchase sustainable food products. The impact of involvement, perceived availability, certainty, perceived consumer effectiveness (PCE), values, and social norms on consumers’ attitudes and intentions towards sustainable food products is analyzed. The empirical research builds on a survey with a sample of 456 young consumers, using a questionnaire and an experimental design with manipulation of key constructs through showing advertisements for sustainable dairy. Involvement with sustainability, certainty, and PCE have a significant positive impact on attitude towards buying sustainable dairy products, which in turn correlates strongly with intention to buy. Low perceived availability of sustainable products explains why intentions to buy remain low, although attitudes might be positive. On the reverse side, experiencing social pressure from peers (social norm) explains intentions to buy, despite rather negative personal attitudes. This study shows that more sustainable and ethical food consumption can be stimulated through raising involvement, PCE, certainty, social norms, and perceived availability.     

Sustainability and New Models of Consumption: The Solidarity Purchasing Groups in Sicily

European society, with its steadily increasing welfare levels, is not only concerned with food (safety, prices), but also with other aspects such as biodiversity loss, landscape degradation, and pollution of water, soil, and atmosphere. To a great extent these concerns can be translated into a larger concept named sustainable development, which can be defined as a normative concept by). Sustainability in the food chain means creating a new sustainable agro-food system while taking the institutional element into account. While different concepts of sustainability abound, in recent years, spontaneous groups of consumers called solidarity purchase groups (SPG) have been developing. In short, they are characterized by an economy that is not necessarily local, but ethical and equitable, where social and economic territorial relations tend to develop districts and networks. One of the main characteristics of a SPG is the direct relationships between small farms and their customers; a relationship that is characterized by consumer participation and farmer specialization. This study aims to address issues related to organizational frameworks, at farm and chain level, and to assess those elements that lead to consumer choice and satisfaction.     

How Good? Ethical Criteria for a ‘Good Life’ for Farm Animals

The Farm Animal Welfare Council’s concept of a Good Life gives an idea of an animal’s quality of life that is over and above that of a mere life worth living. The concept needs explanation and clarification, in order to be meaningful, particularly for consumers who purchase farm animal produce. The concept could allow assurance schemes to apply the label to assessments of both the potential of each method of production, conceptualised in ways expected to enhance consumers’ engagement such as ‘naturalness’ and ‘freedom’; and the concept of a life worth living as a safeguard threshold below which no animal’s actual welfare should fall, based on each animal’s overall affective states. This may provide a framework for development of the Good Life concept, within scientific and sociological fields, in order to allow reliable and influential use by assessors, consumers and retailers.     

Farmers’ markets – linking food consumption and the ecology of food production?

Urban and industrialised societies usually involve little connection between consumers and the resource base upon which the production of goods depends. Changing this situation could potentially enhance social and ecological sustainability. This study explored ecological aspects of the educational role of local food supply, with the aim of identifying signs of enhanced consumer understanding or awareness of the ecology of food production resulting from producer–consumer interaction. A series of qualitative interviews were carried out with customers at a farmers’ market in Stockholm. The results showed that the interviewees were mainly concerned with quality, price and taste, and not production conditions. In addition, a number of interviewees experienced a sense of trust when shopping at the market. We found few examples of contributions to ecological knowledge among customers at the market, but there were some examples of learning opportunities. The local food supplied by the market reminded customers of the seasonality of production. Stallholders also provided information on how to store, prepare and cook vegetables, which may encourage a change in diet that is preferable from an environmental standpoint.     

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.     

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 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 Systematic Review of Public Attitudes,Perceptions and Behaviours Towards Production Diseases Associated with Farm Animal Welfare

Increased productivity may have negative impacts on farm animal welfare (FAW) in modern animal production systems. Efficiency gains in production are primarily thought to be due to the intensification of production, and this has been associated with an increased incidence of production diseases, which can negatively impact upon FAW. While there is a considerable body of research into consumer attitudes towards FAW, the extent to which this relates specifically to a reduction in production diseases in intensive systems, and whether the increased incidence of diseases represents a barrier to consumer acceptance of their increased use, requires further investigation. Therefore a systematic review of public attitudes towards FAW was conducted, with a specific focus on production diseases in intensive systems. Four databases were searched to identify relevant studies. A screening process, using a set of pre-determined inclusion criteria, identified 80 studies, with the strength of evidence and uncertainty assessed for each. A thematic analysis led to the identification of 6 overarching themes constructed from 15 subthemes. The results demonstrate that the public are concerned about FAW in modern production systems. Concern varied in relation to age, gender, education and familiarity with farming. Naturalness and humane treatment were central to what was considered good welfare. An evidence gap was highlighted in relation to attitudes towards specific production diseases, with no studies specifically addressing this. However, the prophylactic use of antibiotics was identified as a concern. A number of dissonance strategies were adopted by consumers to enable guilt free meat consumption.     

Correspondence analysis of paper recycling society: consumers and paper makers in Japan

Paper passes through many hands. In the present paper, key parts of this cycle in Japan were examined, using questionnaire surveys of households and paper makers. The study aimed to examine the paper makers' strategy for paper production and their attitude to recycling, in comparison with those of the consumers. The study especially focused on toilet paper because consumers have a lot of freedom in purchasing toilet paper. A total of 1242 consumers and 60 paper makers responded. The major findings were as follows. First, we compared the criteria of consumers for purchasing toilet paper with the conjectures of paper makers. Brand, advertisements and the appearance of shopping displays received 60% support from paper makers, but less than 12% of consumers selected these criteria even if we exclude those who do not buy toilet paper or do not have any particular criteria. On the other hand, multiple plies and benefit to the earth were selected by moderate numbers (between 20 and 25%) of consumers, while only 16.77 and 5.69%, respectively of paper makers marked these criteria. Paper makers strongly believe that many retailers sell toilet paper as a loss-leader. By comparing those matters considered important for recycling by consumers with those considered important by makers, it was shown that many makers have a clear awareness of the particular problem, the lack of used paper consumption, in the current paper recycling situation in Japan.