Individual choice or collective action? Exploring consumer motives for participating in alternative food networks

Abstract

Alternative food networks (AFNs) are growing in number and relevance in Germany. Those networks include new models of production and distribution, such as food cooperatives (FoodCoops), self-harvest gardens or community-supported agriculture (CSA) schemes. AFNs, as an alternative to conventional food supply systems, are characterized by a close producer-consumer interaction.They are typically located within urban or peri-urban areas. The study aims to identify the rationale and motivation of urban residents in participating in AFNs and developing a consumer typology.We also assess whether AFNs potentially lead to collective action with societal impact. Therefore, we conducted a qualitative content analysis based on 18 interviews with members of existing AFN projects in three German metropolitan regions. Our results revealed that the willingness of urban consumers to participate in AFNs is driven by a broad range of motives. They include personal desire for high-quality food (in terms of taste or freshness) and health reasons, but also political or environmental motives (opposition to conventional agriculture or short transport distances).Furthermore, consumers often want to support a certain farmer and his/her philosophy or they appreciate the community-building aspect. Three different consumer types were derived from the motive combinations. Many consumers communicated a sense of belonging to a societal movement, however, our study revealed a lack of organization and collective action. Although AFNs can influence the consumption patterns of individuals, their potential to induce social change and to challenge traditional models of consumption in the near future does not appear to be high. K E Y W O R D Salternative food supply, consumer motivation, consumer typology, local food, qualitative research, societal change

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