Cox, Rosie, Holloway, Lewis, Venn, Laura, Dowler, Elizabeth, 1951-, Hein, Jane Ricketts, Kneafsey, Moya and Tuomainen, Helen. (2008) Common ground? Motivations for participation in a community-supported agriculture scheme. Local Environment, Vol.13 (No.3). pp. 203-218. ISSN 1354-9839

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Abstract

Direct marketing strategies of different kinds are often central to so-called “alternative food networks”, which tend to be underpinned by a central principle of somehow “reconnecting” food producers and consumers. This paper uses a case study of a community-supported agriculture project in Scotland to examine the motivations behind producers' and consumers' participation in such schemes. It shows the range of motivations and philosophies that consumers bring to the scheme and reflects on how these work with the more limited stated aims of the scheme organisers. It argues that communication within direct marketing schemes can be important for two reasons. First effective communication between producers and consumers can underpin the kind of understanding that leads to long-term commitment and tolerance amongst consumers. Second, communication between consumers can spur them to consider their wider behaviour and practices, perhaps leading to more radical changes to production–consumption relationships.

Item Type:	Journal Article
Subjects:	H Social Sciences > HM Sociology H Social Sciences > HT Communities. Classes. Races
Divisions:	Faculty of Social Sciences > Sociology
Journal or Publication Title:	Local Environment
Publisher:	Routledge
ISSN:	1354-9839
Date:	2008
Volume:	Vol.13
Number:	No.3
Number of Pages:	16
Page Range:	pp. 203-218
Identification Number:	10.1080/13549830701669153
Status:	Peer Reviewed
Publication Status:	Published
Access rights to Published version:	Restricted or Subscription Access
Funder:	Economic and Social Research Council (ESRC), Arts and Humanities Research Council
Grant number:	RES-143-25-005
URI:	http://wrap.warwick.ac.uk/id/eprint/46462

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