Abstract
Despite numerous general texts on environmental and health awareness of organic box schemes participants, relatively little is known about their ethical reasoning and real practice. This paper presents the concept of organic box schemes as related to theoretical concepts reflecting changes in consumer behavior in modern society and its impact on lifestyles. The case study presents the results of a qualitative study of consumers participating in organic box schemes in Brno, the second largest city in the Czech Republic. In-depth interviews were carried out and analyzed. The results show a low level of knowledge or ethical concern about organic farming and its products. This may suggest that a conscious consumer is rather the ideal and that buying organic food is often subject to advertisement, fashion, and ideological concern about living a healthy lifestyle. However, the elements of a voluntarily simple lifestyle or downshifting in box scheme consumer's lifestyle were discovered.
Highlights
There is no question that food as a social phenomenon plays an important role in shaping society
What kind of people buy organic food in reality and why? What motivates them to buy organic products, and how do these purchases relate to their overall lifestyle? This paper focuses on a specific group of organic food consumers: those who purchase organic vegetable boxes
Research concentrated on one main research question: “How do consumers involved in box schemes view purchasing organic food?” Other questions investigated include: “What factors contribute to consumers' involvement in box schemes?”; “How do consumers attempt to purchase goods?”; “How do consumers interpret their purchase of organic boxes, if at all?” The study sample included nine consumers who purchase boxes and were all customers of two organic food stores in Brno, the second largest city in the Czech Republic (400,000 inhabitants)
Summary
There is no question that food as a social phenomenon plays an important role in shaping society. No one questions the right to food. Marketing experts try to persuade customers that organic food is better and healthier and carefully monitor consumer behavior. We know the percentage of people that buy organic food often, what kind of organic food is sold the most, and how much more consumers are willing to spend on eggs from “happy hens” What kind of people buy organic food in reality and why? What motivates them to buy organic products, and how do these purchases relate to their overall lifestyle? This paper focuses on a specific group of organic food consumers: those who purchase organic vegetable boxes.
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
