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

Mariarosaria Savarese, Kerry Chamberlain and Guendalina Graffigna
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Mariarosaria Savarese: EngageMinds HUB—Consumer, Food & Health Engagement Research Center, Faculty of Psychology, Università Cattolica del Sacro Cuore – Largo Agostino Gemelli, 1, 20123 Milano, Italy
Kerry Chamberlain: School of Psychology, Massey University, 0745 Auckland, New Zealand
Guendalina Graffigna: EngageMinds HUB—Consumer, Food & Health Engagement Research Center, Department of Psychology, Faculty of Agricultural, Nutrition and Environmental Sciences, Università Cattolica del Sacro Cuore – Milano and Piacenza-Cremona, Largo Agostino Gemelli, 1, 20123 Milano, Italy

Sustainability, 2020, vol. 12, issue 3, 1-16

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.

Keywords: consumer engagement; focused ethnography; alternative food network; new consumption models; community supported agriculture (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (5)

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