SUSTAINABLE FOOD CONSUMPTION in URBAN THAILAND: an Emerging Market?

SUSTAINABLE FOOD CONSUMPTION IN URBAN THAILAND: an emerging market? Kanang Kantamaturapoj Thesis committee Thesis supervisor Prof. dr. ir. Gert Spaargaren Professor of Environmental Policy, Wageningen University Thesis co-supervisor Dr. ir. Peter J.M. Oosterveer Associate Professor, Environmental Policy Group, Wageningen University Other members Dr. Somporn Kamolsiripichaiporn, Chulalongkorn University, Bangkok, Thailand Prof. dr. David A. Sonnenfeld, State University of New York, USA Prof. dr.ir. Johannes S.C. Wiskerke, Wageningen University Prof. dr. Maria A. Koelen, Wageningen University This research was conducted under the auspices of Wageningen School of Social Sciences SUSTAINABLE FOOD CONSUMPTION IN URBAN THAILAND: an emerging market? Kanang Kantamaturapoj Thesis submitted in fulfillment of the requirements for the degree of doctor at Wageningen University by the authority of the Rector Magnificus Prof. dr. M.J. Kropff, in the presence of the Thesis Committee appointed by the Academic Board to be defended in public on Monday 21 May 2012 at 4 p.m. in the Aula. Kanang Kantamaturapoj Sustainable Food Consumption in Urban Thailand: an emerging market? 215 pages Thesis, Wageningen University, Wageningen, NL (2012) With references, with summaries in Dutch and English ISBN 978-94-6173-231-6 To dad and mom, Preface The role of food consumption around the world is going through a profound process of change in the direction of more sustainable food production and consumption. The general patterns of change include an increasing consumer demand for safe and healthy food which is produced in an environmentally friendly way and the rapid rise to power of modern food retailers such as supermarkets. In response to consumers‘ concerns, modern retailers in many OECD-countries are becoming actively involved in increasing their provision of sustainable food. In Asia, consumers are concerned, worried and mistrustful of food because of its unknown origin and because of food scandals, while supermarkets hesitate to develop substantive levels of supply for sustainable food. This research focuses on metropolitan Thailand, particularly Bangkok, in order to find out whether a specific pathway for sustainable food consumption is emerging. The final aim of this thesis is to investigate the sustainable consumption in Thailand as emerging market, and the possibilities for improving the levels of sustainable food provision and consumption. It uses as an important working hypothesis that the emergence of new markets for sustainable food products will benefit from fine-tuning the supply of sustainable food to the lifestyle characteristics and eating patterns of local consumers in Bangkok. This dissertation is the result of four years of research work. I extend my sincere gratitude to my promoter Professor Dr. Gert Spaargaren and my co promoter Dr. Peter Oosterveer. They have tolerantly guided me during the research process, providing me with useful comments, encouragements, and friendships. I thank Gert for his kindness to assist me when I had an accident. He made me feel safe and sound although I lived far from home. I thank Gert and Peter to invite me to have dinner at their house with their wonderful family. It was one of my impressive memories in the Netherlands. I thank Prof. Arthur Mol who gave me the opportunity to continue my PhD. I also thank Dr. Somporn Kamolsiripichaiporn who always assisted me while I conducted my fieldwork in Thailand. I appreciated Mr. Nick Parrott, Mr.John Routeledge, and Mr. Don Hindle for your effort to edit the language of this thesis. My gratitude goes to other staff of Environmental Policy Group for their support and cheerfulness. I thank Astrid Hendriksen to help me shaping the methodology of the study. I thank Corry Rothuizen for her support during my study. I also thank Natapol Thongplew, Leah Ombis, Nguyen Kim Dung, Kim Ching, Christine Majale, Glin Laurent, Dan Liang, Dorien Korbee, Hilde Toonen, Elizabeth Sargant, Harry Dabban, Judith Vanleeuwen, and Jennifer Lenhart for their companionship and assistance during my stay in the Netherlands. I thank Ms.Nuanjan Tanyachotkarn and Ms. Siriluk Phoket to facilitate me during my fieldwork. I do appreciate the International Health Policy Program colleges for their comments on the content of this thesis. I truly thank Ms Thitima Apornrat and Ms Busara Bunnakiatkul for this fabulous thesis cover design. Next, I must thank my beloved parents and my sister, Mr. Kwanchai, Mrs. Chavivan and Ms. Mekhala Kantamaturapoj for their continuous supports and assistances during my fieldwork. They always accompanied me during expert interview and focus group discussion. Thank you so much for never saying no whenever I needed your help. I thank Mr. Prapoth Juprachakorn for his assistance in every focus group discussions and for his encouragement whenever I was close to a breakdown. i I would also like to thank the contact persons and interview participants; Mrs. Pothip Petchpori, Ms.Athipaporn Luengon, Mr. Chairat Petchdakul, Mr. Karin Pattanasak, Mr.Somkid Sanprasertsuk, Ms.Raviporn Termvivatana, Mr.Boonchai Sangchan, Ms. Ameacha Pongpanpanu I want to thank for devoting your time to the focus groups and the interviews. Without your great cooperation, it would have been impossible for me to collect all the data needed for this thesis. Lastly, I thank myself for being patient and perseverant during these four and a half years. This achievement proves that ―Where there is a will, there is a way‖. ii Contents Preface i List of tables vi List of figures vii List of abbreviations ix Chapter 1 Introduction ............................................................................................................ 1 1.1 Introduction to Sustainable Food Consumption .......................................................... 1 1.2 The Choice of Case Study and the Rationale Behind its Choice ................................. 1 1.3 The Terminology of Sustainable Food Consumption .................................................. 5 1.4 The Need for a Study on the Provider - Consumer Relationship ................................ 6 1.5 Sustainable Providers and Consumers ......................................................................... 7 1.6 The Objectives of the Research ................................................................................... 8 1.7 The Research Questions .............................................................................................. 9 1.8 The Outline of the Thesis ............................................................................................ 9 Chapter 2 Developing a Conceptual Framework to Study Provider Strategies and Consumer Practices in Thailand ........................................................................................... 11 2.1 Introduction ............................................................................................................... 11 2.2 Debates on Consumer Study Approaches .................................................................. 11 2.3 Integrative Theories of Consumer Behavior; the Social Practice Approach (SPA) .. 16 2.4 The Operationalization of the Social Practice Model in an Urban Thai Context ...... 18 2.5 Overview of the Research Methodology ................................................................... 21 Chapter 3 Overview of Food, Food Providers, and Consumers in Urban Thailand ....... 23 3.1 Introduction ............................................................................................................... 23 3.2 Urban Thailand: Bangkok City .................................................................................. 24 3.2.1 Area and Population ........................................................................................... 24 3.2.2 Infrastructure ...................................................................................................... 26 3.2.3 Current Environmental Problems in Bangkok ................................................... 27 3.2.4 Thai Politics and Protests in Bangkok ................................................................ 27 3.3 The System of Food Provision in Thailand ............................................................... 28 3.3.1 Overview of Food and the System of Food Provision ....................................... 28 3.3.2 National Food Regulation and Policy Approaches ............................................ 31 3.3.3 Food Standards and Definitions ......................................................................... 34 3.3.4 Driving Forces for More Sustainable Food Provision in Urban Thailand ......... 37 3.4 Food Retailers ............................................................................................................ 38 iii 3.4.1 Overview of Food Distribution Channels in Urban Thailand ............................ 38 3.4.2 Traditional Food Retailers in Urban Thailand .................................................... 38 3.4.3 Modern Food Retailers in Urban Thailand ......................................................... 39 3.5 Consumers ................................................................................................................. 45 3.5.1 Consumers‘ Trust and Concerns ......................................................................... 45 3.5.2 Consumers Lifestyle ........................................................................................... 46 3.6 Conclusion ................................................................................................................

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