Co-Creating Value in Sustainable and Alternative Food Networks: The Case of Community Supported Agriculture in New Zealand

Guendalina Graffigna,Kerry Chamberlain,Mariarosaria Savarese

doi:10.3390/su12031252

Guendalina Graffigna, Kerry Chamberlain

Open Access

https://doi.org/10.3390/su12031252

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Abstract

Background: Over recent decades, society has been facing different social, political, and economic challenges that are changing classical consumption dynamics towards more sustainable practices, mostly in the field of food consumption. In particular, alternative food networks are enabling new food consumption models inspired by principles of participation and sustainability. The aim of this study was to explore how community supported agriculture farms create value for sustainability practices from both farmer and consumer perspectives in order to find new levers to engage consumers towards pursuing better food consumption models. Methods: A qualitative study was conducted following focused ethnography principles. Results: The results show that community supported agriculture is a complex concept based on the active participation of consumers as carers of economic, social, and environmental values. These values are all strongly connected, and together contribute to create an ecosystem where sustainable food practices can be promoted through a “learning by doing” process. Conclusions: This research offers new ways to re-connect and collaborate with consumers in the era of sustainable food consumption.

Highlights

The many social, political, and economic challenges that are influencing modern society are changing the ways that citizens and consumers approach consumption
Our research examined Community Supported Agriculture’s projects (CSAs) in New Zealand, a country that offered an interesting context for a number of reasons
We opted for a particular form of ethnography, focused ethnography, which aligned with the context and the aims of this research

Summary

Introduction

The many social, political, and economic challenges that are influencing modern society are changing the ways that citizens and consumers approach consumption. Notable recent examples of co-destruction include cases of protesting against palm oil [16] and the movements "against" dairy products [17] In these cases, a mismatch between consumer values and companies’ communication strategies results in protest behaviors. Results: The results show that community supported agriculture is a complex concept based on the active participation of consumers as carers of economic, social, and environmental values. These values are all strongly connected, and together contribute to create an ecosystem where sustainable food practices can be promoted through a “learning by doing” process. Conclusions: This research offers new ways to re-connect and collaborate with consumers in the era of sustainable food consumption

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