The SAGE Handbook of Environment and Society

Edited by Jules Pretty, Andrew S. Ball, Ted Benton, Julia S. Guivant, II, David R. Lee, David Orr, I II

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III Editorial arrangement and Chapter I © Jules Pretty. Andrew S. Ball, Ted Benton, Julia S. Guivant, David R. Lee, David Orr, Max J. Pfeffer and Hugh Ward 2007

Chapter 2 © Ted Benton 2007 ChaP"'!" 24 © Thomas Wilbanks and Patricia Romero- Lankao 2007 Contents Chapler 3 © Damian White and Gideon Kossoff 2007 ChaP"'!" 25 by Howard Frumkin is in the Chapter 4 © Mary Mellor 2007 public domain Chapters 5 and 6 © Ted Benlon 2007 Chapler 26 © Ian Colbeck 2007 Chapler 7 © The MIT Press 2006 Chapler 27 © Andrew Ball 2007 Chapter 8 © Damian White, Chris Wilbert Chapler 28 © Stuart Bunting 2007 and Alan Rudy 2007 ChaP"'!" 29 © Peter Oosterveer, Julia S. Chapter 9 © Thomas Crocker 2007 Guivant and Gert Spaargaren 2007 Chapler 10 © Ian Bateman 2007 Chapter 30 © David Rapport 2007 Chapter II © Randall Kramer 2007 Chap!£r 31 © Laura Little and Chris Chapter 12 © David R. Lee 2007 Cocklin 2007 Chapter 13 © Joe Morris 2007 Chapler 32 © Jules Pretty 2007 Chapter 14 © David Orr 2007 Chapler 33 © Henry Buller and Carol Chapter 15 © Richard Bawden 2007 Mouis2007 I Introduction to Environment and Society Chapter 16 © Max J. Pfeffer and Linda P. Chapler 34 © Madhav Gadgil 2007 'f..... Jules Pretty, Andrew S. Ball, Ted Bentoll, Julia S. Guivant, David R. Lee, David Orr, Chapler 35 © David Smith, Sarah Pilgrim Wagenet 2007 Max J. Pfeffer and Hugh Ward Chapter 17 © Val Plumwood 2007 and Leanne Cullen 2007 Chapler 18 © Luisa Maffi 2007 ChaP"'!" 36 © Jonathan Hastie 2007 Chapter 19 © Ron Johnston 2007 ChaP"'!" 37 © Carl Folke; Johan Colding, Chapter 20 © Ronald Herring 2007 Per Olsson and Thomas Hahn 2007 2 Humans and Nature: From Locke and Rousseau to Darwin and Wallace Chapter 21 © Sleven Griggs and David Chapter 38 © Steven R. Brechin, Grant Howarth 2007 Murray and Charles Benjamin 2007 Ted Benton Chapter 22 © Tim O'Riordan 2007 Chapter 39 © Harini Nagendra and Chapler 23 © Christina Page and Amory Elinor Ostrom 2007 3 Anarchism, Libertarianism and : Anti-Authoritarian Thought and Lovins 2007 Chapter 40 © Albert Weale 2007 ,the Search for' Self-Organizing Societies Chapler41 © and Cordula Damian F. White and Gideon Kossoff Kropp 2007

4 : Linking Gender and Ecology Mary Mellor Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act, 1988, this publicatipn 5 may be reproduced, stored or transmitted inllny form, or by any means, only wilh the Ted Bentoll prior permission in writing of lhe publishers, or Inlhe case of reprographic reproduction, in accordance wilh lhe terms of licences issued by the Copyrighl Licensing Agency. 6 Greening the Left'! From Marx to World-System Theory ! Enquiries concerning reproduction outside those terms should be sent to the publishers. Ted Benton

SAGE Publications India Pvt LId SAGE Publications Ltd 7 Human Relationships, Nature, and the Built Environment: Problems that Any I Oliver's Yard B 1/1 1 Mohan Cooperative Industrial Area General Ethics Must Be Able to Address 55 City Road Mathura Road, Post Bag 7 London ECIY ISP New Delhi I 10 044 Warwick Fox

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Library of Congress Control Number 2007922921 9. Fundamental Economic Questions for Choosing Environmental Management Instruments

British Lihrary Catalogning in Publication data Thomas D. Crocker A catalogue record for this book is available from the British Library 10 Valuing Preferences Regarding Environmental Change Ian J. Bateman

Typeset by Cepha Imaging Pvl. Ltd., Bangalore, India Printed in Great Britain by the Cromwell Press Ltd, Trowbridge, Wiltshire II Economic Valuation of Services Printed on paper from sustainable resources Randall A. Kramer 28 Regenerating Aquaculture - Enhancing Aquatic Resources Management, Livelihoods IJ ANNOHSill1lI\IIViI'OllInent-Development Tradeoffs: A Perspective and Conservation Om'lr/ II, 1.I't' Stuart W. Bunting

WUlor I'\lli~y, E~onlll1lics and the EU Water Framework Directive 11 Shopping for Green Food in Globalizing Supermarkets: at ,lop Mo,.,,;s the Consumption Junction Peter Oosterveer, .Iulia S. Guivant and Gert Spaargaren

14 Ilcllhlflkllilksilln and Education /)1/1'111 IV. 0,.,. 30 Healthy : An Evolving Paradigm David J. Rapport I.~ 1~lIowinliSystcms and the Environment /Ii.oJ,,/I·d 1I.IlI'd"1I 31 Environment and Human Security Laura Little and Chris Cocklin 1/\ Vollilitecr Ellvironl1lental Monitoring, Knowledge Creation and ('ltl/en-S~kntist Interaction 32 and Food Systems MI/I.I. 1/1111Lillda P. Wagenet 1~/i:lII'" Jules Pretty

1'/ Illlvlronl1lc'ntal Ethics 33 Animals and Society V,I/I'IIIII/II'ood Henry Buller and Carol Morris

III Blocultllnll Diversity and Sustainability 34 and Conservation 1,1I/,\'IIMI(i/i Madhav Gadgil

35 Coral Reefs and People DtlVid SlIIitll, Sarall Pilgrim and Leollne Cullen IV Representative J)ClIlllcracy and Environmental Problem Solution 1111/1.I01IllS/,1II SECTION VII INSTITUTIONS AND POLICIES FOR INFLUENCING THE ENVIRONMENT )0 I'olitical E~ology rrom Landscapes to Genomes: Science and Interests UIIIIBusiness: Opportunity or Contradiction? in Community-Based Natural Resources and Protected Areas Management Cllristillo I'og<'

39 Institutions, Collective Action and Effective Forest Management: Learning from Studies in Nepal 2,4 Thc Human Dil1lcnsions of Global Environmental Change Harini Nagendra and Elinor Ostrom TllOmas.l. lVilh

27 Terrestrial Envirllnl1lcnts, Soils and Bioremediation Andrew S. Ba" New Scientist (1998) Danger, shrimps at work. New Scientist Soil Association (2005) Fish farming and organic standards. 157(2122): 11. c" SoilAssociation, Bristol, UK. • New Scientist (1999) Forget the shellfish. New Scientist STREAM(2006a) local Resource Users' Groups? What are 163(2197): 5. they? STREAM website: http://www.streaminitiative.orgi Oberdorff. 1and Porcher, J.P.(1994) index ofbiotic integrity t t.g library/pdf/bpg/BPGSRS_EN.pdf (accessed 4 May 2006).. to assess biological impacts of so:gJonld farm effluents on STREAM(2006b) Better-Practice Guidelines - What are Better- receiving waters. Aquaculture 119:.219-235. 4 Practice Guidelines? STREAMwebsite: http://www.streamini- 001 (1999) Aquaculture. Keysheets fer Sustainable livelihoods. tiative.orgllibrary/pdf/bpglWhatareBPGs.pdf (accessed. .'....,;.,.... Overseas Development Institute, lendon. ' 11 July 2006). _ Phillips, M.1., Kwei lin, C and Be':eridge, ~.C.M. (1993) • Swedish Society for Nature Conservation (2006) Eco-Iabelling,; ·.c Shopping for Green Food in t Shrimp culture and the environmem: lessons ~om the world's of shrimp farming in Ecuador. Swedish Society for Nature -- .. -.-'- .. most rapidly expanding warmwatej aquacl1!ture sector. In: ConselVationwebsite. http://www.snfse/pdflrap-inter-shrimp--~-cc .. Pullin, R.S.V., Rosenthal, H. ar,d Macl~.an, J.l. (eds) ecuador.pdf (accessed 10 July 2006). c.L_ ••• Globalizing Supermarkets: Environment and Aquaculture in Developing Countries. The Economist (2003) The promise of a blue revolution. ,• ICLARMConf. Proc. 31, pp. 171-197. ' The Economist 368(8336): 19-21. Pollnac, R.B. and Sihombing S. (1996) Cages, controversies Thompson, A.G. (1990) The danger of exotic spedes. World , and conflict: carp culture in lake Tcba, Indonesia. In: Bailey, Aquaculture 21: 25-32. Sustainability at the C, S.Jentoft and P.Sinclair (eds). Aquaculture Development: Tran,lB., le, CD. and Brennan, D.(1999) Environmental costs Social Dimensions of an Emerging Industry. Westview Press. of shrimp culture in the rice-growing- regions of the Boulder, CO, pp. 249-261. Delta. Aquaculture Economics & Management 3: Consumption Junction • Pretty, J.N. (1995) Participatory learning for sustainable Trade Justice Movement (2006) About the Trade Justice agriculture. World Development 23: 1247-1263. • Movement Trade Justice Movement website: Primavera, J.H.(1997) Socio-economic impacts of shrimp culture. www.tradejusticemovementorg.uk!aboutshtrnl (accessed Peter Oosterveer, Julia S. Guivant Aquaculture Research 28: 815-827. 8 July 2006). I• Punch,S., Bunting, s.w. and Kundu, N.(2002). Poor livelihoods Turner,K.(1991) Economics and wetland management Ambia and Gert Spaargaren in peri-urban Kolkata: focus grou,s and household inter- 20,59-63. views. UfT Government's Depar;ment for International UNEP (2005) Annotated gUiding principles for post-tsunami Development Project R 7872, Work'r.g Paper 5, Universityof rehabilitation and reconstruction. Global ProgrammeofAction I• Stirling, UK. for the Protection of the Marine Environment from land- Ridler, N.B. (1997) Rural development in the context of can- based Activities,United Nations EnvironmentProgramme. flictual resource usage. Journal of Rural Studies 13, 65--73. Weicomme, R.l. (1988) International Introductions of Inland Robertson, A.1.and Phillips, M.1.(1995) Mangroves as filters of Aquatic Species. FAa Fisheries Technicai Paper 294, FAa, • shrimp pond effluent: predictions and biogeochemical Rome, 3 18 pp. between changing consumer "demands for elhl· • cally lInd environmentally lIeceplable pmdllcl,~, research needs. Hydrobiologia 295: 311-321. Weston, D.P.(1996) Environmental considerations in the use • As the for sustainllble (or 'green') food lheresponses from companies through IlIJW Selong, J.H., Helfrich,l.A. (1998) Impac-cSof trout culture efflu- . of antibacterial drugs in aquaculture. In: Baird, 0.1., II expanded worldwide in the 1990s, supennarkets products and new information and markctinll ent on water quality and biotic cemmunities in Virginia Beveridge, M.CM., Kelly, l.A. and Muir. J.F. (eds), took up dominant roles as channels for its com- approaches, to environmental economists lIud headwater streams. Progressive Fish·Culturist 60: 247-262. Aquaculture a,7d Water Resource Management. Blackwell I mercialization. Alternative natural food and gro· marketing specialists. Siriwardena, S.(2005) Shrimp farming at the cross roads. id21 Science, Oxford, pp. 140-165. Research Highlight. id21 website. http://www.id21.org Yap, W.G. (1999) Rural aquaculture in the Philippines. RAP cery stores and fanners' markets were forced to 'rhis chapter aims lit filling this omission amJ • assume a secondary role. Countries where most contributing to the anlllysis of the roles plnycd b)' .c' (accessed 19 June 2005). Publication. FAa, Bangkok. organic products are sold via supennarket chains supermarkets from the perspective of sustainabllily •. tend to be the countries where the organic market transitions in the food sector. We use thu shares arc the highest as well (Willer and Yussefi, plural to refer to transitions as we consider these II' 2004). And although the organic food movement not being one essential trajectory, because the possl. . in Europe dates back more than fifty years, it is bilities for new developments are open lint! • only since the 1990s that organic foods arc achiev- involve a complex set of issues, especially when . ing mainstream status largely through these super- levels beyond the individual nation- or rClllon • market sales (Van der Grijp and den Hond, 1999). within the global network society are included, Supennarket retailers thus have become key We start by introducing a theoretical and disclpll· 1 players and ~heir strategi. es and ~oals c.an ~e said .. nary outlOO..k for unde~s~anding the emergi.ng soel.. ." ...~ to be of cruGial-an4-e¥en-fuFtheHR£reaslng·}ffipor---".·elakrefld:Mn ..tfle.~r1lfiSthens--tl'7Wllfds-sus!fttnllbllltr _ •• tance with respect to the future provisioning of in food provision and in particular the roles of green food products worldwide. But, although consumers and retailers therein. We will charae • . .:,,-::,~:,~---: ;-j-':;;:-,:',.', supennarkets are playing ca.growing 'role;n"our terize the sustainable food consumer and add rour _·_~~~/~t,~~,·tdaily lives as consumers, academic research on its story lines to show some of the complcxltlel social, economic and political implications are invplved in this. A review of concrete p~ovidcr and -~-:"-;~,~B;~··l. still incipient. Environmental and . consumer strategies is presented that wIll allow UI ."~'fr.:f:;!:._ t.t".:;; "f as Marsden ef al. (2000) observed, have left to start developing an analysis of social practical important issues such as analyzing new trends in at the shopping floor of retail outlets. We concludu food provisioning, including the relationship by :presenting a first outline of a research agendA on supermarkets a~eonsumptionjunctions that are to 'recognize and understand'the kind ofbehavi researchers could study long-term changes in pointed at the continuous gap between consumers' of crucial importance for the future greening of ~nvo~vedin sustaina~il.ity, transitions, a series: institutions without losing sight of the human- responses in researcl) and their real life practices. food consumption in global modernity. envlfonmental h~unslics needs ~o be developed-". _ made character of social structures, and investi- Thus, data projected:from those studies can indi- at the level of ordinary, everyday life eonsumpti ,.'.- gate interests, motives and lifestyles of individual cate higher demand rates than the ones that would CONCEPTUAL TOOLS FOR routines like sho~ping for food, traveling froC: - ~-- human beings not in 'isolation' but in their situ- be obtained considering actual consumption prac- UNDERSTANDING CONSUMER home to work, gOing for a weekend holiday, etc. ated 'contextness' of social structures. The notion tices. i Searching for ,more complex characteriza- BEHAVIOR ' (Spaargaren and Martens, 2005). Such environ_ of 'duality of structurc,' as introduced by Giddens, tionsabout who are .the organic food consumcrs, mental. heuristics fac~litate two processes at the has gained wide acceptance in sociology and other several marketing studies, undertaken by interna- same tlll~e.~~y proVide a definition or indication social sciences as a key concept and a vehicle for tional consultancy companies, do not exhibit this What exactly signifies the growing role of retailers of sustalnabllity goals to be realized in these ,'._ bridging the gap between micro and macro studies. problem. These recent studies are progressively in the provision of sustainable fOod? In answering specific consumption domains and they'pres~nt --~ ..-'-~ Although welcomed by many as an..elegant con- replacing the 'rational information processor con- this question we look atthe theory of ecological an action ,frame or action perspective which------ceptual framework, structuration theori.es are nev- sumer model' by new non-positivist perspectives, modernization. This theory has !)een developed in people themselves can apply in the specific __ ~:_:_: ertheless criticized for the lack of. empirical where the symbolism involved in the act of con- the 1980s to make sense of the processes of envi- cont~x.t concerned, contributing to sustainability -- research showing the fruitfulness of their conc,ep- suming is taken into account and analyzed ronmental change emerging in 'modern industrial transitions. tual apparatus. If applied in research, so it is spg- through ethnographic and qualitative research (mostly OECD) societies from the 1970s In the case of retail shopping for sustainable- -- - : aested implicitly or explicitly by many critics, this (Murcott, 1999). onwards. Among the core tenet~ of this theory is food, these heuristics can take different -fonns framework will turn out to be overly actor-centered Spaargaren (2003) agrees with critics on the the claim that there are - within industrial produc- ranging from devices for of and voluntaristic and therefore unable to deal need, to improve the analytical perspective cur- tion and consumption systems - emerging sets of products to reading authorized and controlled - __ adequately with the long-term structural chan'ges rently prevailing in consumption research. The criteria to be used by actors within these systems labeling schemes attached to taking place in glohalizing modernity (An;her, current social-psychological models use individual to assess and judge the environmental perform- or the use of special discount and saving syste~ __ :.c~_ 1982; Stones, 2005). -' attitudes to predict concrete and future behavior ance of products, and processes. The bringing together groups of more sustainable - - In the field of consumption research, the divi- employing, for example, several fixed indicators ecological performance becomes part of the products and services. What kind of heuristics (to ------" sion between micro and macro studies has taken to identify environmental awareness. As an alter- game, next to and parallel to economic perform- be understood as short-hand versions of the 'story its own, specific form in the distribution of rosks native for the individualist approaches, the social ance indicators. By taking on board criteria for lines' as they figure in theory) will between micro-economic and social-pSYchological practices' model is offered. In this sociological ecologically rational production and consumption, become the dominant ones in specific situations models on the one hand and strUctural approaches model social structures are not considered as actors become involved in the further moderniza- and societies depends very much on the actors in transition studies and sociological ,studies' on external variables, but are taken as crucial for the tion of the organization of production and involved in their construction and cannot be ana~ 'systems of provision' on the other. Consumer analysis of consumption behavior. Instead of consumption from an environmental point of Iyzed without taking into account the power rela- research networks in the UK (Southerton et a/., taking the individual and hislher attitudes as cen- view. Because of their central position, economic tions between the central actors in the provision 2003) and in the Nordic countries (Bostrom et a/., tral to understand a certain aspect of hislher con- or market actors such as producers, retailers and system on the one hand and groups of citizen: 2005) have done path-breaking work to bridge this sumption practices, the social practices' model consumers are assigned important roles in this consumers with specific lifestyles and CCC gap, giving some examples of the heuristical qual- highlights thc actual consumption practices, modernization process. From the mid-1980s demands on the other. I ity of structuration theory for empirical research. located in the space and time shared by the indi- onward, governments and environmental NGOs The retail outlet is an appropriate setting to Those networks study mundane technologies and vidual and other social actors. And, instead of are pressurizing, facilitating and regulating these study the (re)construction and change of the sets behaviors from a contextual perspective, looking focusing on isolated aspects of behavior, the key economic actors on the basis of horizontal of heuristics used for the sustainability transitions at the different ways in which the minutiae of model aims at establishing the way in which a governance networks, applying policies and in the food sector. The retail outiet is the proper everyday life (using the fridge or the stove, cooking group of social actors relate to the many everyday (economic, voluntary) instruments which are unit of analysis since it functions as the 'locale for and lighting practices) connect 10 long-term (tech- practices in order to reduce environmental attuned to their needs and possibilities (Mol and interaction' between providers and consumers. nological) changes in the systems of provision. impacts. Whether or not citizen-consumers actu- Sonnenfeld, 2000). The retail outlet, in the words of Schwartz-Cowan Substantial contributions to consumption research ally engage with sustainability transitions in the While ecological has (1987), is an example of the consumption junction have also been made by putting forward the notion food sector depends on many different, factors, been developed originally to analyze changes in as the meeting point of system- and life-world of 'political consumerism' to analyze the new some of which are easier to detect and analyze production processes and providers' strategies at rationalities. The consumption junction as 'locale' (sub- and trans-national) political frameworks than others. the up-stream ends of production-<:onsumption is not just functioning as a physical setting for for 'individual' commitment to sustainable con- Individual consumer choices should thus be chains, from the mid 1990s onwards the theory interaction but is also constitutive for this interac- sumption patterns in globalizing modernity approached as part of a wider context (Belk, 1995) has also been applied to consumer behavior at the tion in the first place (Goffman, 1963; Giddens, (Micheletti,2003). and changes in consumer behavior should there- bottom end, of production-<:onsumption chains 1984). By approaching shopping practices as they fore not only be related to psychological (attitudi- (Spaargaren, 2003). In its application to the sphere occur in the retail outlet as consumption junction, nal) mechanisms, but also to wider changes in of consumption, the theory had to be comple- it becomes possible to combine actor-oriented and society. Macnaghtcn (2003) identificd three mente~ and adapted in some specific ways, since social-struclJlral analyses in studying tbe greening dimensiunsirrsocietahransitiorrproccsseSlOward,------: -----~th,mnumrtmes governing everyday life and con- of food production and consumption. There is a trend both in academic and market . The first process relates 1\ sumption are different from the rationalities dom- During the 1970s and 1980s, many attempts research to classify people consuming sustainable to transformations in the production sphere :! inant in the production sphere. The criteria for have been made in social theory to confront thc-~-'-:,-,'f'- (and particularly organic) food as one lInifoml and the retailing sector. The second one concerns ecologically rational consumption behavior are to separation between micro and macro segment of the . Essentially these views macro-social developments, such as demographic be embedded in the life-world rationalities which (cr. Bourdieu, 1977; Giddens, are based on the belief that when people behave changes, and the third refers to changes in the shape daily routines. This asks for a 'translation' structurationist approach argued similarly this should be explained through a corre- form and content of social practices. These of many of the technical goals and regulatory ship between social action and social strUcture spondence in their attitude, or that consuming par- processes, according to Macnaghten, must be schemes used in the expert systems involved in should be studied at the level of social practices. - ticular products requires the presence of similar understood in a framework that interprets con- making. In order for people Using a series of ncw and rcdefincd concepts socio-cconomic or cultural traits. Richter (2002) sumption as practical, stratified and relational. Thus, consumption of sustainable food products Halkier takes the relationship between food These loaded normative assumptions CIiUKO in supermarkets should not'. be detached from consum~ti?n and ambiguity one step further. She . DEFINING SUSTAINABLE FOOD problems in the analysis of large-scale and indliK. transformations in these thrl'e diff~rent dimen- defines It In recuperating Bauman's (1993) con_...---:.L. trialized organic production. Several observcfM sions. Our interest is to understand th~ supermarket cept of ambiguity, which refers to the indeterrni. It is important to avoid the use of exclusivedefini- ,consider, the·' entrance of agribusiness into thc orientation to the sustainable food 'products on ~ate and open pr~cesses in s?ci.al !ife, especially tions of sustainability, for example, when cpncen- organic market a misconception of what orglinle offer and the strategies provosed Ipr the retail III modem SOCieties, where It IS Impossible for trating prinlllrily or exclusively on science-based principles should be, and therefore, as this trend 1M sector, as part of a complex and dynamic process. individ~als to achieve secure and unambiguous (life-cycle) assessments of the environmental not desirable, it should not be studied (MieheIKon, This process captures and stimulates transforma- order With respect to knowledge about SOCietyand impact of provisioning particular food products. 2002). Others focus on the role of the 'convention· tions in the consumers' food Choices, which does themselves. Some observers claim that a sustainable lifestyle alization' of the organic industry as II CI'lICIIlI not necessarily imply coherent social practices, Ambiguity, or the balance of trust and risk or food consumption pattern can be rather clearly process in the transformation of the orgllnie soct\ll' making it possible to oppose the sustainable and food systems, evolves over time and can acquire defined in technical terms, but such an essentialist and are prepared to consider redefinitions t11' the non-sustainable food consumer. Lifestyles and many different shapes depending on many differ- approach is not very helpful. The different story public policies in relation to family rllrmln~ social practices are like twin social concepts: ent factors. One obvious conclusion can, how- lines with respect to sustainable food production (Guthman, 2002, 2004; Raynolds, 2004). OOlldmnn 'Each individual's lifestyle is built using a series ever, a~ready be, form~l.ated: trust-generating and consumption emerging over the past two or (2003) slates that new localized economic IIrrtln~o- of blocks corresponding to a set of social practices mechanisms used IIItraditional local settings will three decades are to a certain extent based on sci- ments are often uncritically seen as precunorK t11' that individuals evoke in their routine' not work effectively in the global circuits of food ence but always mixed up with broader societal an associative by virtue of their embed· (Spaargaren, 2003, p. 689). This definition aQTees provisioning. Talking to the farmer at the local issues. Applying a sociological definition of dedness in interpersonal ties of reciprocity IIml with the one presented by Giddens (1991), to food market and visiting the- farms where our sustainable food is therefore required, making trust. In this way, local personal relations cnn, IInd whom lifestyle is a set of social practices assumed daily food stuffs are produced, can no the definition dependent from the evolving also tend to be, idealized in the evaluntlon t11' by an individual, together with the narrative remain the most dominant and relevant trust- ways in which consumer concerns about food are rural development strategies based on tcrl'itnrllli regarding self-identity which follows it. generating mechanism in reflexive moderuity, interpreted in specific societies. value added.l The AAFNs' perspective is not only Do food consumption practices constitute a par- People have to rely on abstract systems, scientific Before elaborating such a definition it deserves used to characterize local markets, but nlso polnlM ticular category in the wider field of consumption expertise and various information systems, to paying attention to a perspective on sustainable at cultural aspects of global and mllinstrellm behavior? According to Halkier (2001), yes, since make long-distance assessments on the quality of food provisioning applied within environmental markcts. Culture values are attributed to the InclIl food is literally incorporated into the body, or pur- the products and the reliability of the information and rural sociology that has attracted broad sup- consumer, while the consumer in conventlonlll posefully kept out of it. It is a daily experience flows which come along with them. With the port, that is, alternative agro-food networks. mainstream markets is depicted as just follnwln~ n that cannot simply be compared with consumption growing significance of global food chains for The growth of green food has interested the social narrow economic rationality. of other goods and is a necessary ingredient of all our everyday food practices, the need for trust. sciences but most studies concentrated on the Opening up such normative definitions reqllll'UM peoples' everyday life. One characteristic of these building mechanisms based on abstract systems analysis of the proliferation of alternative agro· the recognition that different story linc~ wllh consumer practices is that they are negotiated and expert knOWledge forcibly increases. food networks (AAFNs) operating at the margins respect to sustainable food production nnd cun- socially, so they are intersubjective, compound and Relevant expert systems include medical profes~ of mainstream industrial food circuits. This bias sumption are emerging in different countrleK 111111 contingent and not close to a rationalist model. As sions, health services, state organisms, social may be.understandable as AAFNs2 provide many among dirferent'groups of consumers. Applylnll Warde (1997) defines, food practices belong to the .care, etc. But trust is not necessarily blind. From opportunities for the renewed interest in local, a ,sociological, historical perspective mUllnM unspectacular side of consumption. If we follow the analyscs of Beck et aJ. (1994) and Giddens determinedly microanalytical and cthnographic cohceiving green consumcrism as a multldll1lun· this idea, those practices are not easily identilied (1990) on risk, it can be derived that, in condi- elements in the study of sustainable food produc- ,sidnal category, covering a number or dlflill'unl with a search for status or with the communication tions of reflexive modernity, trust in (abstract) tion and consumption practices. These studies are 'consumer concerns' about food, all ur Ihum of meanings to those ~ a position to witness the expert systems: essentially based on a dichotomy between the inGluding sustainable foods but with diffcrcnl MI~· products consumed. Food consumption might food production of the 'industrial world: with its ni~cance. We can identify four dimension. I.hlll havc to do with decisions that can be related with • is fragHe(since people are aware that systemscon- heavily standardized quality conventions und are not mutually exclusive: this 'exhibition,' but remains a private practice sidered safe today can be hit by some food crisis logic of mass commodity production, on the one ,(I) Natl4mllless. Key charllcteristics lire unlldul- for the most part. Individuals do not have to eval- tomorrow) and needs constant monitoringlwork, hand, and the 'domestic world' on the other, te(ated food and the use of naturlll prOCUMMII_ uate continuously every minute consumption commitment; where quality conventions embedded in trust, tra· during the production process. ExumpleM 111'1 decision but they are nevertheless increasingly • is related to the (shop and production) systems dition and place support more differentiated, organic food consumption which belongs hlKtml- made aware that they are making a 'choice.' This and their organizational principles as well as to localized and 'ecological' products and forms of cally among the most clearly defined catcgllrleK tlf involves a mix of decisions and routines. A ten. the people/experts who make these systems economic organization. The concept of 'quality' sU,stainable food concerns. Also in this eatellury sion and ambiguity between them is what Halkier work; evokes the cultural aspects of this model but can be included whole foods, considering the IlllUM observes for highly industrialized countries, when • is reproduced/disturbed Ire-established especially remains mainly production centered. The analysis th~t support a healthy lifestyle, orfer hillh nutrl· she states that: by processes occurring at the so-called 'access of AAFNs makes it possible to express strong nor· tional value, promote long-term good health, IInd points: where lay-people meet the experts(ortheir mative commitments to the social ruovements are free of artificial ingredients and preservatlveM, consumers become concerned b~y_a__t_e_le_v_isi_o,_nre_p.r_e_s_entatilieslof the systems in a regular and contestingimaiF&tr-eam;·.c..eEjl£lfutecinduslriul"ag~.-",,::r~C'pfaelK:e

the supermarkets. Also, the NGA relates this develop- sitiJation in a less industrialized country like ! tllcntto the growing importance consumers attach Brazil. The rising trend in the consumption of Box 3 Green food provisioning in Brazilian supermarkets I In order to supply their retail outlets with sufficient quantities of green food in response to the increasing demand, Box 2 Recommendations for supermarkets initiating the sales of organic and supermarkets have to organize systematically their provisioning, pushing the growth of organic food production. In 2001, natural foods the total sales of formally certified organic food products in Brazil reached US$200 million in 2003 and is estima!ed to be around US$ 250 to 300 millions for 2004 (Globo Rural. November 2002; Ormond et al., 2002). To supply thiS It may seem simple, but it is not as easy as simply adding a few new product lines to the store shelves or setting up a demand, the country had more than 800,000 hectares certified as org~nic in 2003, which grew from 275,576 hectares in s~parate natural foods' section inside the store. To draw this business and meet the needs of these customers, retailers 2001. In addition, there is also a large quantity of 'informally certified' or non-certified organic production, especially need to become as knowledgeable about natural and organic foods and products as the people they hope to sell to. in the southern states of Rio Grande, Parana and Sao Paulo. The estim'ated number of organic producers This segment of consumers knows more, and asks more, and the retailer who will enjoy the long-term benefits of these is around 14,000 and among them small-sized family farms are responsible for up to 80 per cent of the production natural sales .1'1111 be the one who can answer their questions. Your naturals' section will be most successful, and most (Folha de Sao Paulo, 1011112002). Greater Sao Paulo represents half of the national consumption of organics and is also profitable, if you follow a few basic guidelines to cater to the natural products customer. the main pole of production. The annual growth of organic production is calculated as being between 30 and 50 per cent. An important part is production for export (soybeans, coffee, juices, suga,r.nuts, oils, banana, guarana, etc.), which is around Rrst, when conceptualizing your naturals' section, work with a knowledgeable natural products' distributor who can 70 per cent of the total certified volume (there are 12 national and about 9 international certifying agencies active in the assist you with product selection, competitive pricing, promotional strategies and merchandizing. Working in partner- country), generating in 2001 US$ 130 million (Exame, 2810512002). But the sector is also growing in the domestic markE,_t1 .._ ... _...._-.---::fl ship with a distributor. who understands this industry will help you build a solid foundation for your own natural prod- ____ ._ _whichbclongs"togethl!Lwi th Argentinarthe .mostdeveloped in·Latin i\merica,--Aroun.d·45'percent otthe'org:i 1\~'f06(1-- ucts' section. Second, realize the imporlance of eroductlnformatlon aru)gJlltcatlonJ.ol_tbls.ncw.£ustomer.group-- sales In the domestic market are done through supermarkets, 26 per cent through fairs and 16 per cent in speCialized '·NaMilrpr6alicl'nnag s.sflelftalkei5,"" producideiiios- an(ioth~;~o~sumer information are vitally important to the aZine stores." Most of the products are fresh vegetables and fruits, but a growing number of companies and small family units success of your section. Third, assign a natural products' section manager who is knowledgeable about the products. • is processing tea, coffee, mate tea, jams, oils, breakfast cereals, and dairy products. Fresh vegetables are presented in knows how they differ from commercial brands, can answer customers' questions, and is committed to your customers different forms thereby allowing the producer to increase the value. PrOVisioningsupermarkets with organic food from natural products' education. Most of all, associates and customers must be encouraged to take time to savor what farmers or farmers' associations takes different forms but two stand out as most important. The first strategy is to enter those in the natural products' industry have grown to love: the flavor, the quality, and the absolute uniqueness of.. into direct contracts with organic farmers (e.g. applied by regional supermarkets In the city of Florian6polis, Santa natural foods. Knowledge of and enthusiasm for these products, perhaps more than anything else, will be the deCiding Catarina State) and the second one Is to rely on Intermediaries (more adopted by national and International chains, e.g. fuctors in the success of your store's natural products' section. in the cities of Rio de Janeiro and Sao Paulo).The first strategy allows a more diversified offer of products, higher quality, Source: Jonathan M. Seltzer. Natural Foods:A Natural Profit Opportunity (National Grocer Magazine) 9 more space of exhibition and less difference in price between conventional and organic products than the second one does. ------~~j~;:t~*./:~ ~~:~:. :~ J ;,

• product information strategies (what information German consumers in buying organic food. They produced food. Similarly, data from research depen4ence on experts to provide informal Ion is available in the shop. on the she,lves and on the distinguished three (out of the ten in total) consumer undertaken in Europe in 1998 (Antoine, 1998) about ,their occurrence and danger, necessitaloK product; which sustainable food storyline, or categories that are interested in buying organic food, found that 76 per cent of consumers considered some form of trust relation to be developed IIn\1 combination thereof. is referred to); together representing some 35 per cent of the food as the beslmedicine,though '-they did-not sustairied. • price settings in relation to other fpQd products; German population: specify any particular food, either organic or con- Trust in the food system as abstract SyMtolll physical location within the shop (s~parat~ section, ventional. Consumer food choices can hardly be refers, both to the products and technoloJlloN separate shelves, separate section within a shelf. • Post-materialists constitute the traditional basis explained by their consciousness of the relation applied and the people at work in (global) footl mingled among other products); - for organics. They buy organic products because between pesticide use and product appearance. chains'. Consumers need to trust the health III1lI • linkages with suppliers «(in)formalcontracts, certi- they care for the environment, but also for pleas- Many consumers were not even very well safety 'of the food they consume, the infonualloll ficationllabeling, retailer supervisiClnof production ure, taste, feeling well and health. Organic labeling informed about the qualities of organic food prod- provided about the production process illvolvlUI, process, farmers within the shop); - gives the certainty of buying the 'right' products. ------ucts, but they are still interested, often for health and the people producing and retailing tho fOIll\. • company communication (adds, other forms of Middle-class consumers have recognized organics------reasons. In the SuperHiper Magazine (June, 2002) As a personal relationship with the pl'Odlll'el 01 publicity,which sustainable food storyline, or combi- as a trend and buy it on rational grounds and research, 92.5 per cent of the people interviewed food is not possible in supermarkets, COIlMlIllIrl nation thereof. is referred to); , partly also on status. Important for them is pesti- were interested in knowing more about organic trust in sustainable food bought at retail oulllll_ • company strategy: is sustainable jood considered cide- and chemical-free food and although they food, particularly about the composition' and has some specific characteristics. The rclntloll"11111 an essential part of the corporat~ image or only are less informed about organics they do trust nutritional value and disease prevention pote,lltiai. between consumers and members of starr Is 1111\' one category of products on sale? seals and labels. They generally buy organic food in Many consumers also wanted to know recipes and essarily superficial, so consumers' trust ill sustllin conventional stores. ways to consume fruits and vegetables. These able food products is generally bascd on II", With the use of these variables in the context of • Modern performers consider organics as being . _ results signal the recommendation for producers, (environmental) image of the company (allli IIN cross-national, comparative research, it will be associated with fitness and energy and prefer to suppliers, and supermarkets to make the benefits obligation to uphold its image) and 011 the al'llvr possible to identify and analyze the different buy these products, of which they do not know and advantages of 'green' products more visible (visible through labels) presence of indl:pellllrni retailer strategies with regard to sustainable food much, in conventional supermarkets around the and comprehensible and create a better fit between controlling agencies supervising certificaliolls 111111 provision and consumption in globalizing food corner. Without attaching too much value to these their information strategies and consumer practices other 'indicators of good environmental pelllli nl chains, also for sustainable food. labels and categorizations, this study points very and concerns. ance. 'This trust is nevertheless precarious MOIn clearly at the diversity in lifestyles of which organic Obviously, not all choices are available for all case of acute problems consumers arc illcllned 10 food consumption can be part. A Dutch study on consumers. Nevertheless, it is essential to be (temporarily) look for additional extcl'I1al lIllIl BUYING SUSTAINABLE FOOD: lifestyle profiles for consumers of biological prod- aware that buying sustainable food is not limited independent sources of information to IlIIt'ul CONSUMER STRATEGIES ucts (Wertheim, 2005) indicated that for the to the richer echelons of Western societies. In themselves in order to make the right choil'es. rill broader category of biological or sustainable food many other countries consumer concerns about example, the choices for sustainablc food. Making sense of consumers shopping for sustain- this variety may even be larger. In modern society food are growing as well, although not necessarily This short discussion of consumer COIll'OIiI_. able food in supermarkets cannot only be done diversity does not stop at the front door of the con- applying the same dimensions of sustainability (or trust and lifestyles is based on the plelimhllll Y through reference to economic variables and atti- sumers' homes as, even within the context of the storylines) as in the EU or the USA. Aprilia (2005), results of an emerging strand of cmph kill tude-behavior relations_ Attention to other issues household food. habits may be different, exposing for example, showed in her research on Thailand research worldwide in the field of COIlSUlllt'l is required for comprehending consumer strate- different lifestyles between people that are in close that in this country 'green' food provisioning was strategies in buying sustainable food. Thc,y POIIlI gies for buying sustainable food, such as concerns social relationship. To explain this cultural frag- initially intended for export but later a domestic at the importance of further elaboratloll 01 about environment, food safety and health, the mentation of our dietary preferences Richardson demand emerged as well. Currently, organic food transnational, comparative research III lhlN importance of different lifestyles and the changes (2004) points at the increased individualization of has become a niche market already available in domain. For this future research, we hllvc aJlllln in consumer trust in food. In particular, the issues culinary preferences (especially among pre-teen supermarkets targeted at high-class consumers but tried to identify a number of variables and la~hll N of lifestyle and trust will be further elaborated, children) and the growing presence of dietary the creation of new markets for the majority of we think to be important: Life in modem-day societies is characterized by restrictions (due to food sensitivities, allergies and middle-class Thai has not yet taken place. Most an incrcasing plurality of different lifestyles and forms of vegetarianism). Cultural forces beyond Thai consumers select their food primarily on the • Dimensions of consumer concerns as contnlnnd III this diversity is also reflected in the varying con- the household are increasingly potent in fragment- basis of its freshness and taste, whereas the specific lifestyles. Different (combinations 00 lImy sumer choices and marketing strategies in the ing any united dietary patterns existing within it. organic food consumers state that they consume lines can be connected with different IIfollyllls' food sector (Slater, 1997)_ Giddens (1991), Warde organic food mainly for health and safety rea- characteristics also outside the conSUltlptlll1l (1994) and Beck et af. (1994) point at the plurality As in other countries, in Brazil concerns about sons.12 Local Thai certification schemes thus pay domain of food. in lifestyles and consider reflexivity related to health and lifestyle playa role in selecting vegeta- as much attention to organic production practices • Product information strategies. What infonnlltlllll consumption practices as a key element for under- bles next to their cosmetic appearance and flavor. as to hygiene: hygienic certification is food pro- is asked for by consumers and which formats III standing this ..variety_ Consumer reflexivity Thus, consuming sustainable food can be occa- duced with hygienic processes that may include information provision (in the shop, on the silnlvll\. becomes particularly visible in the significance sional and only one among several other health- chemical substances provided at an acceptable on the products) fit best to the lifestyles, of COli attached to health and bodily well-bein/Li!! the oriented pra.ruces Guillon and WiIleq'lPt (?OD3) le'tel--t!laris-hmmless--to--tnnmrrrhealth:-lIygieui:t;----,umergroTlps;------..-- ..-, ---.. " , ------face ofCOiillictlng expert systems. identified this trend as the 'ego-trip' way of con- food provides better opportunities for the average • Social relations of anxiety ~~d trust: the prllflll Searching for health and buying sustainable suming sustainable food. Since the beginning of Thai to consume less-polluting, less-contaminated ences of consumers for.speclflc company InfolllIA food can be part of different lifestyles. Even within the 1990s, this trait seems to be present in individ- food produced at more affordable prices than tion strategies targeted at establishing nnd the clearly identifiable sector of organic food, a uals' decisions towards self-protection (e.g. organic food. maintaining a meaningful trust relation. marketing study in Germany by Biohandel, March safety and sanitary quality of food) and self- In general, trust is an essential element of con- • (Premium) prices for green products: 'wllllngnQu 2006, found a large diversity in consumer behavior. promotion (beauty, healthiness and fitness). sumer strategies with regard to sustainable food. to pay: although not isolated from concrete Iholl This study points at the presence of different rea- Many consumers who could not be identified The presence of risks associated with food (pesti- ping and eating practices, nor from culturallllfe'lylll sons for different categories (combining socio- as being environmentally aware or socially respon- cide residues, bird flu, BSE, etc.) that may endanger characteristics and always in relation to other foml economic backgrounds and cultural attitudes) of sible were concerned with buying alternatively human health in combination with the necessary products. • providers and from the side of consumers (in situ • Preferences of consumers for specific formats for qualification of the workers at the selling point, Box 4 The importance of supermarket information strategies; communication devices; the physical location a~ndpresentation of green and the presentation and positioning of the products shelf space for sustainable food potential for mutual feedback and control). products within the shoR'(separa~esection, separate consumption in the store. During interviews in several European supermarkets, Richter et al. (2001) observed, that Motivation, training and qualifications of the shelves, separate sectior withif.l a shelf. mingled workers at the selling point, resulting in passive, among other products) Experimentalresearchprovidedevidenceforthe the person in charge of the organic food sector obselVatioothat not onlythe priceof a productorits usually emphasized that organics were part of a defensive or pro-active strategies for confronting • Preferences of consumerS for sp~cificways of con- the consumer with sustainable products. structing 'hierarchies for green qualities: characteristicsdeterminesconsumerinterestbutalso broader environmental and social responsibility that the contextin the supermarketplaysan important strategy from the retailing chain. However, when • The framing of the price setting: the position of sustainable food in comparison with other food These variables can help to move beyond the roleas well. . looking deeper into the data, they found out that these commitments can lead to different products in terms of relative prices but also in isolated, individualist approac~es to consumer Whiletestingconsumerreactionsto the presentation- .'_-, ---- practices and are diffuse in their scope. terms of image, ete. behavior which tend to :,(jomimite research for a of sustainablefood insupermarkets,researchers In the Brazilian case, Guivant et al. (2003) con- Shopping connected special actions and devices long time. By using these kinds of variables, con- ascertainedthat consumersare se'nsibleto thew~y'~-_. cluded that, although the main international and (eco-saving systems; eco-bonus cards, etc.) for the sumer strategies with regard to buying sustainable productis offered.Whena productis presentedina national retail chains, like Carre four, Pao de promotion of sustainable food. food are researched in direct rel~tion to and linked supermarketin sucha waythat it givesthe impression A<;ucarand Wal-Mart, have invested significantly with provider strategies. ;" of beingpopularand of goodquality,consumersare in the organic food supply, they basically assumed Again the list is indicative instead of exhaustive moreinterestedin buyingthis product,Forexample, only minimum and basic strategies. The growing and is meant to contribute to the development of a when sustainablefoodsare offeredmorespaceinthe presence of organic products can not necessa~ily future research agenda that takes as its starting THE SHOPPING FLOOR AS LOCALE FOR supermarketshelvestheyseemto be popularand be considcred the result of elaborate conccrn-wlde point the practice of shopping at the retail outlet as SUSTAINABLE FOOD TRANSACTIONS thereforeconsumerswillbuymore. strategies to replace conventional food. Organic a relevant case of a consumption junction. The shopping floor constitutes the locale where Source: Dagevoset a/. (2005) foods are dispersed in the area for products asso- ciated with well-being and quality of life. For this supermarket chains and consumers interact in the selling and buying of sustainable food, or where reason, organic products are normally placed on shelves where, without appropriate information to provider and consumer strategies actually mcet. ~hen several labels are available for one category Viewed from a global perspective, green food con- consumers, they are mixed with hydroponics (food Although the social practices in the retail outlet of" products, these can correspond to different sumerism is on the in<:rease, although its develop- products, with lower pesticide presencll and bene- cannot be understood without including the differ- levels of quality and therefore with different ment can be considered uneven in different fiting from a lower price and a 'clean' image), ent strategies presented above, so far, very little prices. Retailers use food labels as general signs respects. With the help of a theoretical framework conventional products packed very similarly to empirical research has been done applying this of quality according to their perceptions of eon- and its operationalization into three specific cate- organic ones (with colorful labels identifying pro- perspective. sumers' needs and preferences (e.g. consumers gories of factors and variables, we are able to iden- ducers and strengthening the notion of being com- Nevertheless, some empirical findings are may choose different labels for different kinds of tify the heterogeneous paths that lead to increased mercialized directly from producers, looking like available and one interesting starting point is the meat). In most cases, labels represent n higher sustainability. With the help of the research outline 'natural' products), and conventional vegctablcs in physical lay-out of the shop. The way different quality and are thus displayed on higher shelves, as suggested, it is possible to investigate different packages with misleading statements (such as, sustainable food products are positioned in the thus more exp~nsive, but this is not the case in cer· forms of 'fi,s' and 'misfits' between retailer strate- 'free of conservatives,' 'natural product,' etc.). Only shop setting proves very important in the success tain stores, where either the display is vertical or gies on the one hand and consumer strategies on certain regional supermarkets have special, refrig- of such products. For an example on the shelf where the higher quality has become common and the other. Guided by our typology of four dimen- erated stands, with signs, clearly separating organics space, see Box 4. Items such as the assortment of widely purchased. In France, the notion of 'qual- sions of sustainability, we were able to reconstruct from hydroponics, conventional, etc. In these sustainable food produets (quantitative as well as ity' seems to create coherence between the retail· some different ways of framing sustainable food supermarkets, the demand for healthy foods is qualitative), the positioning of the green assort- ers' and consumers' concerns for sustainable food. consumption in different settings in different parts contributing significantly to the growth of organic ment in overall assortment, the spatial structure of In the store this 'quality' is materialized into the of the world. When Brazilians are 'going organic' food consumption and production, contradicting green provision, and the dimension of sustainability mix of 'terroir' (regional product) and sustainability to improve their lifcstyles and well-being through the negative forecasts from a part of the organic referred to arc characterizing differences on the labels. Consumers arc familiar with some labels, the consumption of food that suits the image of a agriculture movement about sales through super- shopping floor and thereby facilitating or compli- such as organic agriculture but not with others sportive, healthy, and modem life, they put pres- markets. It may be expected that this provision cating the enactmcnt of particular providcr and and, evidently, they ask for more information fig· sure on retailers to provide a hierarchy of food strategy from the retail sector is 'converting' consumcr strategies. uring on the product itself as well as in the store (quality) choices structured according to our first consumers to become more 'green.' A new strategy introduced by hypermarket and in the catalog. dimension in particular. Guivant (2003) talks about Although again based on scarce and scattered chains in France since the mid-1990s included the Supermarkets may use different strategies in ,;,;i,; , an 'ego-trip' - instead of an eco-trip - discourse as i their shops when commercializing organic food ""e--. empirical data, these findings nevertheless point at selling of regional and organic food products, bbing specifically relevant for the Bra~ilian case. ~i the following variables and indicators that might combined with the development of quality sys- products (Richter et aI., 2001). How prominent In this ego-trip discourse on the greemng of food be useful for studying the shopping floor practices tems .e~s.t!ring, product traceability and the and strong is the attempt from the firm to persuade . producuon ana consumpuon, ht arill1ieaITnyper--' implied in the consumption orsusmtna15tefood. ill ,;,'i" rearrangement of the stores in 'consumption uni- or facilitate the consumer his Qr her green sbnal bodies are connected in a direct way to fit I ----'verses-(i:e, the thematic regrouping of products choices, preferences and routines? How consumer ,,.:,2"' ahd healthier food flows worldwide. When, in the! • The availability of products - number and diversity not according to the product's nature but to the oriented is the strategy when compared to internaI"c :..;:~:c aftermath of bird flu, Malaysian and Thai food i of products and departments in the retail store consumers ' use) (Laurenceau, 2005). Shop man- (profits/market) interests of the providers? Ho:v •...!;;~1': consumers are 'going organic' or start buying at n with a green profile. agers consider regional or quality labeled food cosmopolitan is the sustainable food producU .. ..",''.· least 'pesticide-controlled' food, they start looking • Location and presentation of green products - products (e.g. Label Rouge, AOC) as equivalent to terms of being originated and regulated and stan- .';~ for a government and retail-controlled provision ! , products' location on the shelf (vertical as well as other products and thus do not need separate treat- dardized from a local or an internationaVglobaI :'"; of 'safe' food along the lines of our second dimen- ment' except for organic products (mostly because perspective? Some essential differences character" c,' horizontal). sion of consumer concerns as well. Most likely, • Trust enhancing strategies in everyday shopping they are a more recent phenomenon in these shops izing these strategies are the nurnber and diversity however, their concerns are not framed in terms of for sustainable products, both from the side of and formally demand strictly separated 'filieres'). of products in the retail outlet, the motivation and an ego-trip discourse of the kind found in Brazil. some of the key indicators for organizing SUch Archer, M. (1982) "Morphogenesis versus structuration: on Goffman, E. (1963) Behaviour in Public Places,London, tIP. Nevertheless, adherence to safe and health food empirical studies, as well as formulated a wider combining structure and action." BritishJournalof Sociology Press. standards in both parts of the wofld could very conceptual framework to guide this research. 33 (4):455--482. Goodman, D. (2003) "The quality 'turn' and altornntlvI 'nml well turn out to be quite comparable with respect 8arry, M. (2004) "The symbolic power of :organic': Hartbeat . practices: reflections and agenda: Journal of /lurnl $tlillI.1 to the ways in which consumers respond to strate- NewsletterApril. 19 (1): 1-7. gies by retailers who use the provisioning of Bauman, Z. (1993) Modernity and Ambivalence. Cambridge, Goodman, D. (2004) "Rural Europe redux7 RollocllOl1\ 1It1 green food to create new markets, What puts the PolityPress. alternative agro-food networks and paradigm chMy",' Asian consumers and retailers in a ,different posi- 1 CCC refers to citizen/consumer demands. for Beck, U. (1992) Risk Society: Towards a New Modernity. Sociologia /luralis44 (1): 3-16. tion, compared to their Brazilian or European 'convenience, comfort and cleanliness' (Shove London, Sage Publications. Guillon, Eand E Willequet (2003) Les aliments sDntd:"wl/r_ counterparts, is the lower level of the overall pro- ~~ , Beck,U.and No Sznaider (2006) "Unpacking porteur ou bulle marketing 1 Paris,Armand Colin. visioning of green food in their societies. In all 2 We follow here Goodman's (2003, 2004) pres------·-· - for the social sciences: a research agenda." BritishJournal of Guivanl, 1. (2003) NOS supermercados na oferta do Glilll"tlial regions, however, at least some food is sold and entation of the main arguments around AAFNs. -_. -... --.- Sociology57 (1): 1-23. organicos: ape lando ao estHo de vida ego-trip." Amlllotlt., bought under the heading of green or sustainable 3 A reply to these criticisms was presented by Van Beck,U.,and J. Wilims (2004) Conversationswith Ulrich Beck. Sociedade6 (2): 63-98. food. der Ploeg and Renting (2004). Cambridge, PolityPress. Guivant, J" M. Fernanda de A. C. Fonseca, F.Sampalu, V, R_mlll International trends situate supermarkets as 4 As it is done in the many research projects on Beck, U.. A. Giddens and S. Lash (eds) (1994) Reflexive and M.,Scheiwezer (2003) Os supermercados n 0 Wn.llllllll central stakeholders in the expansion of organic attitudes and value-orientations of groups of con- Modernization. Politics, Tradition and Aesthetics in. the de frutas,legumese verdurasorg,nlcos certlflcaduJ,Rol410110 food consumption, notwithstanding the conflicts sumers. See Torjusen et al. (2004). Modern SocialOrder.Cambridge, PolityPress. final de pesquisa, CNPq projeto 520B74/01-3. that may exist with farmers about the conditions 5 For example, retailers can choose (not) to estab- Belk,R.W. (1995) Studies in the new consumer behaviour. In: Guptill, A. and 1. L. Wilkins (2002) "Buying Into th, fllull of supplying sustainable food, as well as with con- lish specific contracts with organic farmers in the __ --'-'-- _ D. Miller (ed.) Acknowledging Consumption. A /levie'l{ of system! Trends in food retailing in the US and Impllc_IIOIII sumers about the framing of sustainability and region, or submit contracts under specific (favorable) New Studies.New York,Routledge, pp. 58-95. for local foods." Agriculture and Human Valuos 1Q:]Q ~ 1 about the price. According to what has been conditions. This can be illustrated using the case of, Bevan.1. (2005) Trolley Wars. TheBattle of the Supermarkets. Guthman, J. (2002) "Commodified meanings, m04nlnyful observed in recent research, worldwide most super- for example, Brazilian supermarkets. While in some London, ProfileBooks. commodities: re-thinking production-consumption IInkl markets have approached the organic food sector main cities, like Sao Paulo and Rio de Janeiro, con- 80strom, M.,A. Follesdal, M. Klintman,M. Micheletti and M. P. through the organic system of provision." Socloloa/ilIII1/4/11 as part of a wider strategy aimed at appealing to tracts are not different for organic farmers associa- Sorenson(e(is)(2005) PoliticalConsumerism:its Motivations, 42 (4!:'295-311. those consumers interested in green consumption, tions, in Florian6polis regional retail chains offer Powerand Conditionsin theNordicCountriesand Elsewhere. Guthmanj 1. (2004) "The trouble with 'organic Ilt~' III including four types of motivations mentioned in specific conditions, including refrigeration for the 2nd International Seminar on Political Consumerism. Oslo, California: a rejoinder to the 'conventionallsallon' dollat,,' this chapter. This inclusion of organic foods into exposure of fresh products (Guivant, 2003). TemaNord. Sociologia Ruralis 44 (3): 301-316. the conventional market and especially on super- 6 'Through this perspective we agree on the need Bourdieu,P.(1977) Outline of a Theoryof Pradice. Cambridge, Halkier, B. (2001) "Consuming ambivalences. Conlum,r hIli' market shelves is not always welcomed as a desir- to avoid methodological nationalism, which blinds Cambridge UniversityPress. dling of environmentally related risks." Journol of COIIIllIII" able development by the organic agriculture conventional sociology to the multidimensional Castells. M. (1996) TheRiseof the Network Society. Volume I Culture 1 (2): 205-224. movement. Their concerns and criticisms are process of change that has irreversibly transformed of The Infermation Age: Economy, SOcietyand Culture. Hartman group (2000) Organic Lifestyle Shoppt'r: MilPplllQ till related to the resulting demand for large-scale the very nature of the social world and the place Malden (MAl and Oxford, BlackwellPublishers. Journeys of Organic Consumers. Bellevue, Tho lIo,tll1411 production, commercialization in supermarkets, of states within that world' (Beck and Sznaider, Dagevos, H.. E. van Herpen and M. Kornelis (2005) Group. consumption restricted to higher income classes 2006, p. 2). Consumptiesamenlevingand Consumerenin de Supermarkt. Laurenceau, M. (2005) Sustainable Food Consumplloll 4nrl due to high prices, etc. An alternative response 7 http://vvvvw.nationalgrocers.orgtMarketCenter.htmllt Duurzam \'eedselconsumptiein de context van markt en Retailer Strategies in France: A Matter 01 QIMI/ty' would be to hold on to small-scale organic food ConsumerSo/utions, April 2003. maatschappij. Wageningen, Wageningen Academic Environmental Policy Group. Wagenlngen, WilyGlllny.n production and consumption distributed through 8 Ibid. Publishers. University.M5c thesis. local markets. However, according to the argu- 9 http://www.nationalgrocers.org/ Dobson, P.W.,1il.Waterson and S.W. 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