Sustainability in the eye of the farmer: Perceptions of sustainability among Croatian micro entrepreneurs in organic production of fruits and vegetables

Abstract

The article reports results of qualitative research conducted on a nation-wide sample of twenty-nine Croatian micro entrepreneurs in organic production of fruits and vegetables. Participants were interviewed about various aspects of their entrepreneurship related to sustainability. Three key dimensions of sustainability, viz. ecological, economic and social sustainability, were investigated. Participants paid greatest attention to ecological aspects, which were often mentioned as motivating factors and directed the choice of organic production techniques. Whereas ecological sustainability was understood as an important goal in itself, economic sustainability was rather seen as a necessity exacted by the need to survive on a competitive market. The tension between ecological and economic sustainability was resolved by balancing between intrinsic and instrumental values, which were believed to converge in a longer-term perspective. The social dimension of sustainability was mostly seen as related to societal impact, and the participants were satisfied neither with their ability to influence conventional producers to convert to organic agriculture, nor with wider sectoral capacities for policy influence and lobbying. More vigorous sectoral integration, through associations of organic producers, and enhanced inter-sectoral cooperation, particularly with the sector of tourism, can be recommended to strengthen the economic component of sustainability by improving the social one.