Anticonsumption beyond consumers: The role of small organic producers in environmentally oriented anticonsumption

Abstract

Recent studies recognize that environmentally oriented anticonsumption gives power to individuals who are willing to express their environmental concerns. Yet, it goes beyond consumers' decisions and should also include producers' practices and discourses. In this study, we explore the food system context and the emergence of organic food as a more sustainable and healthy food production mode to describe the role of organic farmers in building social and material arrangements against conventional food production and consumption. Our empirical study involved an interpretative approach based on 29 interviews with Brazilian organic farmers and experts in organic production. The findings indicate that farmers explore two different discursive mechanisms to build arguments that support the hegemonic and conventional food production system. Farmers also perform two sets of supporting practices that allow the construction of an alternative approach to food production and consumption. We conclude that farmers' discourses and practices build an alternative food system, enabling conventional food anticonsumption. This study contributes to the literature of anticonsumption by expanding the traditional consumer-centric perspective through the inclusion of the producer perspective.

How to communicate typical–local foods to improve food tourism attractiveness

“…Most studies have focused on the environmental dimension of sustainable food consumption. This has received a lot of attention in the marketing and consumption arena, including the tourism context (Cachero‐Martínez, 2020; Chang et al, 2021; Dalmoro et al, 2020; Nam, 2020; Rothwell et al, 2016; Shashi & Singh, 2015; Shin et al, 2017). Shashi and Singh (2015) showed that biodiversity preservation, conservation of natural resources and lower energy consumption play key roles in influencing consumer purchasing intentions towards organic foods.…”

Intergenerational influence on sustainable consumer attitudes and behaviors: Roles of family communication and peer influence in environmental consumer socialization

“…To encourage sustainable consumption, retailers might consider offering special discounts on items (e.g., green cosmetics, ethical clothing) of interest to daughter–mother pairs to stimulate intra‐family communication about intergenerational shopping. And while producers, such as organic farmers, help to promote environmentally oriented anticonsumption practices and alternative consumption systems (Dalmoro et al, 2020), they should keep in mind the important role played by younger generations in changing the consumption patterns of older ones.…”

“…Admittedly, sustainable consumer behaviors consist of a wide range of activities, potentially involved in nearly all spheres of life. Consumer research exists on various behaviors and activities such as energy‐saving and water‐saving (Gadenne et al, 2011; Gilg & Barr, 2006), sustainable product choice (Liang & Guo, 2021; Tanner & Wölfing Kast, 2003), sustainable dieting (Werner et al, 2019), sustainable giving (Ha‐Brookshire & Hodges, 2009), eco‐clothing (Niinimäki, 2010), sustainable transportation (Hartl et al, 2018), and environmentally oriented anticonsumption of food (Dalmoro et al, 2020), among others. Nonetheless, research on sustainable consumer attitudes and behaviors is equivocal.…”

Responsabilidad social y consumo sustentable: el caso de estudiantes de formación superior de Talca (Chile)

“…Esto ha motivado al desarrollo de investigaciones que revelan características y particularidades de un consumidor más consciente, y con un alto grado de sensibilidad social; el que se identifica por ser solidario, empático y juicioso de sus acciones (Hosta y Žabkar, 2016;Barragán y Ayaviri, 2018). Lo que, además, se vincula con los perfiles de anti-consumo (Ashraf et al, 2019;Dalmoro et al, 2020). A su vez, dedica parte de sus esfuerzos en reducir los efectos medioambientales, lo que conduce a la consideración sentida de las necesidades de las generaciones futuras, en relación a la satisfacción de sus propias necesidades (Fernández y Gutiérrez, 2013;Kiss et al, 2018;Scott y Weaver, 2018).…”