Alternative food networks: sustainable business models for anti-consumption food cultures

Abstract

Purpose The purpose of this paper is to analyse a sustainable business model (SBM) implemented by an Alternative Food Network (AFN), namely the Italian Food Assembly, with the goal of exploring its drivers of success and explaining how it can contribute to enhance sustainable and anti-consumption behaviours. This research aims at combining principles from both SBM innovation and user-driven anti-consumption and well-being habits, in order to develop more successful, comprehensive and community-centred sustainable value propositions. Design/methodology/approach Given the research goal, an exploratory case study was prepared where multiple sources of data were employed, namely in-depth interviews, participant observation, focus groups and document analysis. Findings In the light of the Bocken et al. (2014) framework, this paper provides evidence on the implementation of an AFN where it is possible to observe a strong sharing of knowledge regarding sustainable consumption behaviours and an effective dissemination of best practices between members. The authors developed four propositions that support the creation of a sustainable food supply chain, laying the foundation for spreading consumer behaviours and motivations so that they become more sustainable in their consumption habits. Research limitations/implications Even though the case study is very rich in the amount of data gathered, it cannot be generalised. Further research will overcome this limitation by adding more cases within a comparative approach and through a quantitative methodology. Originality/value It adds value to recent literature and practice by focussing on how networks of producers, consumers and other actors could act to improve food anti-consumption behaviours, by embodying alternatives to conventional food systems.

Sustainable Business Model: A Review

“…This study provides a comprehensive review on the applications of SBMs in different industries, [24], and Hirscher et al [38] have presented innovative approaches in which customers are engaged in the designing process to devise a sustainable value proposition. Hirscher et al [38], for instance, utilize do-it-yourself (DIY) and do-it-together (DIT) design strategies to design a more sustainable innovative value proposition.…”

“…They by combining principles from both SBM innovation and user-driven anti-consumption and well-being habits they intended to design a sustainable business model that enhance sustainable and anti-consumption behaviours.They studied the Italian Food Assembly, which is a successful example in Alternative Food Network (AFN). De Bernardi and Tirabeni[24] found out two main factors have caused Italian Food Assembly implemented a sustainable business model: 1) there is a strong knowledge sharing of sustainable consumption behaviours among the members and 2) there is an effective distribution of best practices among them also.…”

Sustainable Business Models: A Review

“…De Bernardi and Tirabeni [36] perceive that designing a sustainable business model involves designing a community-centered sustainable value proposition. By combining principles from both sustainable business model innovation and user-driven anti-consumption and well-being habits they intended to design a sustainable business model that enhance sustainable and anti-consumption behaviors.…”

“…They studied the Italian Food Assembly, which is a successful example in the Alternative Food Network (AFN). De Bernardi and Tirabeni [36] found that two main factors have caused Italian Food Assembly industry to implement a sustainable business model: 1) there is a strong knowledge sharing of sustainable consumption behavior among the members and 2) there is an effective distribution of best practices among them also.…”

Sustainable Business Models: A Review

“…Many authors consider designing a sustainable value proposition as an approach to design a sustainable business model. In this regard, Geissdoerfer et al[24] , Biloslavo et al[25] , Oskam et al[26] , Tolkamp et al[32] , Baldassarre et al[33] , De Bernardi and Tirabeni[34] , and Hirscher et al[48] have presented innovative approaches in which customers are engaged in the design process to devise a sustainable value proposition. Hirscher et al[48] , for instance, utilize do-it-yourself (DIY) and do-it-together (DIT) design strategies to design a more sustainable innovative value proposition.…”