Strengthening European Food Chain Sustainability by Quality and Procurement Policy Deliverable 8.2 – ETHNOGRAPHIC STUDY: Qualitative Research Findings on European Consumers’ Food Practices Linked to Sustainable Food Chains and Food Quality Schemes September 2018 Contract number 678024 Project acronym Strength2Food Dissemination level Public Nature R (Report) Responsible Partner SIFO OsloMEt (HiOA) V. Amilien, G. Roos, V. Haugrønning (HiOA), M. Duboys de Labarre, P. Wavresky (INRA-D), K. Authors Meyer, J. Simons (UBO), Á. Török, P. Csillag (ECO-SEN), B. Biasini, D. Menozzi, M. La Spina, F. Arfini (UNIPR), J. Filipović, G. Ognjanov, S. Veljković, V. Kuč (BEL), B. Tocco (UNEW) Food quality schemes, ethnography, food Keywords practices, consumer behaviour, sustainability, EU policy, PDO, PGI, TSG, organic food This project has received funding from the European Union’s Horizon 2020 research and innovation programme under grant agreement No 678024. Strength2Food D8.2 – Ethnographic Study Academic Partners 1. UNEW, Newcastle University (United Kingdom) 2. UNIPR, University of Parma (Italy) 3. UEDIN, University of Edinburgh (United Kingdom) 4. WU, Wageningen University (Netherlands) 5. AUTH, Aristotle University of Thessaloniki (Greece) 6. INRA, National Institute for Agricultural Research (France) 7. BEL, University of Belgrade (Serbia) 8. UBO, University of Bonn (Germany) 9. HiOA, National Institute for Consumer Research (Oslo and Akershus University College) (Norway) 10. ZAG, University of Zagreb (Croatia) 11. CREDA, Centre for Agro-Food Economy & Development (Catalonia Polytechnic University) (Spain) 12. UMIL, University of Milan (Italy) 13. SGGW, Warsaw University of Life Sciences (Poland) 14. KU, Kasetsart University (Thailand) 15. UEH, University of Economics Ho Chi Minh City (Vietnam) Dedicated Communication and Training Partners 16. EUFIC, European Food Information Council AISBL (Belgium) 17. BSN, Balkan Security Network (Serbia) 18. TOPCL, Top Class Centre for Foreign Languages (Serbia) Stakeholder Partners 19. Coldiretti, Coldiretti (Italy) 20. ECO-SEN, ECO-SENSUS Research and Communication Non-profit Ltd (Hungary) 21. GIJHARS, Quality Inspection of Agriculture and Food (Poland) 22. FOODNAT, Food Nation CIC (United Kingdom) 23. CREA, Council for Agricultural Research and Economics (Italy) 24. Barilla, Barilla Group (Italy) 25. MPNTR, Ministry of Education, Science and Technological Development (Serbia) 26. Konzum, Konzum (Croatia) 27. Arilje, Municipality of Arilje (Serbia) 28. CPR, Consortium of Parmigiano-Reggiano (Italy) 29. ECOZEPT, ECOZEPT (Germany) 30. IMPMENT, Impact Measurement Ltd (United Kingdom) 2 Strength2Food D8.2 – Ethnographic Study Table of Contents EXECUTIVE SUMMARY ...................................................................................................... 7 LIST OF TABLES ....................................................................................................................... 14 LIST OF FIGURES ...................................................................................................................... 15 LIST OF ABBREVIATIONS AND ACRONYMS ............................................................................. 16 1. INTRODUCTION ................................................................................................................... 17 2. CONCEPTUAL FRAMEWORK ............................................................................................... 20 Fieldwork approaches, concrete research questions and hypotheses ................................... 20 A social practical approach .................................................................................................. 20 A dialogic approach ............................................................................................................. 21 An ethnological approach ..................................................................................................... 21 Definitions and semantics .................................................................................................... 21 3. STUDYING SUSTAINABLE CONSUMPTION, LOCAL AND QUALITY FOOD - STATE OF THE ART 23 Consumption and consumers ............................................................................................... 23 Quality and local food: FQS and SFSC ............................................................................... 24 Food labels and logos ........................................................................................................... 24 Public procurement .............................................................................................................. 27 4. COMMON THEORETICAL FRAMEWORK AND METHODOLOGY .......................................... 28 Theoretical framework ......................................................................................................... 28 Social Practice Theory ..................................................................................................... 28 Convention Theory ........................................................................................................... 28 Cultural Adaptation Work ................................................................................................ 29 Dialogism Theory ............................................................................................................. 29 Common methodology ......................................................................................................... 30 Short gaze into the methodological approach .................................................................. 32 Participant observation or “observatory participation” .................................................... 32 Field notes ........................................................................................................................ 32 Video recording ................................................................................................................ 33 Photography and notes ..................................................................................................... 34 Food biography: use of tablet/iPad for households .......................................................... 34 Face-to-face interviews with participants......................................................................... 35 Dialogic conversations ..................................................................................................... 35 3 Strength2Food D8.2 – Ethnographic Study Desk research ................................................................................................................... 37 5. EU AND NATIONAL FRAMEWORKS – PRESENTATION OF THE LABELS IN QUESTION ........ 38 Political framework - relevant EU policy ............................................................................ 40 The European Commission’s food quality policies ......................................................... 40 Consumer policy .............................................................................................................. 40 National contexts for local and quality food, FQS and SFSC .............................................. 41 France ............................................................................................................................... 41 Germany ........................................................................................................................... 43 Hungary ............................................................................................................................ 44 Italy ................................................................................................................................... 44 Norway ............................................................................................................................. 45 Serbia ................................................................................................................................ 47 United Kingdom ............................................................................................................... 47 The food quality labels in question ...................................................................................... 48 6. METHODOLOGY IN EACH COUNTRY - DESCRIPTION OF THE STUDIED HOUSEHOLDS ...... 59 France ............................................................................................................................... 59 Germany ........................................................................................................................... 61 Hungary ............................................................................................................................ 62 Italy ................................................................................................................................... 65 Norway ............................................................................................................................. 67 Serbia ................................................................................................................................ 69 United Kingdom ............................................................................................................... 71 7. COGNITIVE DIMENSIONS .................................................................................................... 74 Methodological and theoretical reminders ..........................................................................