Abstract
In the context of constructivist market studies, this research aims to understand how value is calculated in alternative agrifood markets, more specifically in the community-supported agriculture (CSA) market system. Methodologically, this qualitative study was based on observation, document analysis and interviews, and the study subjects were actors from various Brazilian CSA communities. The results showed that the CSA system is based on an activist order of worth (Lindberg & Mossberg, 2019), which affects the value calculations performed by the agents. In addition to calculations present in conventional markets (quantitative, qualitative and collective - Cochoy, 2008), the CSA system fosters a new type of calculation, herein termed appreciation calculation, which considers various social and environmental benefits of the system. Thus, CSA members incorporate appreciation calculation into other calculation methods when making decisions on whether to join and remain in the community. The article contributes to market studies by presenting a peculiar system that challenges the prevailing logic, thereby improving our understanding of how ideological issues are incorporated into market practices.
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