Individual and Collective Consumer Motivations in Local Organic Markets

• In Event: 240 - Section on Consumers and Consumption Roundtable Session (one-hour).
  In Paper Session: Table 03. Political and Ethical Consumerism Then and Now

Abstract

Communities nationwide have witnessed a sudden expansion of vibrant farmer's markets, cooperative grocery stores, and new Community Supported Agriculture (CSA) programs. But why, exactly, are consumers engaging in this local economic activity? Scholars are split on the debate around what is driving consumer motivation in alternative organic and local agrarian markets. Some research suggests that individual concerns, such as nutritional benefits, avoidance of pesticide and chemical residue, taste, and social distinction are the primary factors behind organic consumption. Other research suggests more collectivist orientations, such as environmental sustainability, economic and political activism, and community interests, are at the root of this consumer behavior. This research provides some resolution to this debate by uncovering emergent themes in consumer motivational narratives. We utilize extended interview data with over 50 members of a local CSA program in a large southwestern city to identify these self-expressed motivations. Our interviews suggest committed CSA members emphasize the need for broadly expanded holistic awareness and support of alternative sustainable agriculture that encompasses both individual and collective concerns as the primary motivating factor in their consumption. While seeking out high quality foods that are safe for individual consumption, CSA members simultaneously stress the collective benefits associated with local organic economies. Therefore, the motivational structure of local organic consumption tends not to fall into the individualist/collectivist binary, but instead insinuates a more comprehensive framework that aligns with an emerging eco-habitus exhibited in environmentally conscious market fields.

Authors

• Zachary Schrank, Indiana University-South Bend

• Katrina Running, Idaho State University