Sustainability marketing at the farmers’ market: An ethnographic analysis of ambiguous communication

Garner, Benjamin

doi:10.1111/ijcs.12479

Cited by 15 publications

(11 citation statements)

References 77 publications

(170 reference statements)

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“…Previous research on farmers' markets has rarely examined the marketing approach of producers (Figueroa-Rodríguez et al 2019). Ethnographic results indicate that it is rare for sustainability to be communicated explicitly during the sales exchange, and explicit messages about sustainability are primarily limited to pamphlets and signs (Garner 2018). However, concepts such as 'local', 'environmentally conscious', 'chemical free' and 'organic' are often communicated to consumers (Garner 2018).…”

Section: Ecologically Embedded Productsmentioning

confidence: 99%

“…Similarly, Svenfelt and Carlsson-Kanyama (2010) use interviews (31 in total plus 10 semistructured interviews) and find few examples of contributions to the ecological knowledge of shoppers at a farmers' market in Stockholm. More recently, the ethnographic approach of Garner (2018) to farmers' markets in the Midwestern USA found that explicit discussions of sustainability were rare during sales exchange and that explicit examples of sustainability marketing that did occur were on signs and pamphlets. This was corroborated at the Loughborough Farmers' Market and extended to the finding that sustainability information was located on websites which were referenced in signs and banners at the farmers' market stalls.…”

Section: A Data Collection At Loughborough Farmers' Marketmentioning

confidence: 99%

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A Transformational Change Framework for Developing Ecologically Embedded Manufacturing

Trollman

Colwill

2020

Glob J Flex Syst Manag

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Unless strategies are adopted to ensure materials remain in circulation within the economy, the manufacturing sector may be unable to support increasing demand from a growing global population. The purpose of this research is to present a framework for manufacturers to aid in the formulation of ecologically embedded strategy. The framework proposes five steps which integrate corporate, business, operations and sustainability strategy in a holistic manner with operations strategy informing business strategy. Qualitative comparative analysis is implemented to identify the causal characteristics of ecologically embedded products which are then used to select two cases for the application of process tracing (PT). Product case studies indicate a failure to communicate provenance, quality and lifecycle information to consumers, and hence, the slowing or closing of loops as part of a circular economy is not being effectively realised. PT confirms the feasibility of the framework for ecocentric strategy formulation in manufacturing. Manufacturers, policymakers and investors may use this framework to leverage the benefits of ecological embeddedness to enable continued growth and future-proofing.

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Section: Ecologically Embedded Productsmentioning

confidence: 99%

Section: A Data Collection At Loughborough Farmers' Marketmentioning

confidence: 99%

A Transformational Change Framework for Developing Ecologically Embedded Manufacturing

Trollman

Colwill

2020

Glob J Flex Syst Manag

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“…Innovative portable rice mill machine (Innovation, 2020) as a product for organic rice farmers is fully tested to meet the rice production needs, demands, and industry standards. Various factors are considered, such as the percentage of broken rice, dirt generated by electricity, the response to market changes in the business, and responding to consumer demand for satisfaction with the 7P's marketing mix (Bavorova, Unay‐Gailhard, & Lehberger, 2016; Booms & Bitner, 2009; Chou, Horng, Liu, & Lin, 2020; Garner, 2019; Roper, Collins, & de Jong, 2015; Sundararaj 2016, 2019; Sundararaj, Muthukumar, & Kumar, 2018; Vinu, 2019; 2020). In line with innovation, farmers need a rice mill machine, which is small, portable, inexpensive, and can be also used as a commercial household.…”

Section: Introductionmentioning

confidence: 99%

A study of rice mill innovation for using in household that effects the marketing mix satisfaction of farmers in Thailand

Sawmong

2020

Journal of Public Affairs

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Thailand is a major rice grower and one of the top rice exporters in the world. Thailand's rice is recognized globally for its quality and is in high demand in a large number of countries. Milling is a crucial step in the post‐production of rice. The basic objective of a rice milling system is to remove the husk and the bran layers, to produce an edible, rice kernel that is free of impurities. This study focuses on the needs of the farmers to obtain the final product using rice mills as a household item with much‐needed innovation. Innovation is defined as a new idea, method, or device. This research aims to develop innovative rice mills for rice farmers, and explores the satisfaction of innovation in rice mill, which is to be used in the households of Thai farmers, and its effect on customer satisfaction as per the 7Ps marketing mix. The instrument used in the survey questionnaire, which was tested by the evaluator, was accurate and had a Cronbach alpha coefficient reliability of 0.958. The statistics used in this study are descriptive statistics, which consist of frequency, percentage, average, and standard deviation. The inferential statistics to test the hypotheses were multiple regression analysis for testing product innovation factors (structure, application, quality, and value) that effect the marketing mix factors (7P's) satisfaction of farmers in Thailand. This research found that the most sought after features in innovative rice mill products for organic farmers are its size, mobility, and cost‐effectiveness. It consisted of four innovation factors, which were structure, value, quality, and application. The research found that the farmers focus on the people (staff) most, followed by the product, process, physical evidence, price, place, and promotion, respectively, and that the innovation factor effect on 7P's marketing mixed satisfaction was structure, application, and value of innovation, except quality.

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“…These works have also highlighted the fact that consumers want a more direct interaction with farmers (Feagan and Morris, 2009; Hunt, 2007; Robinson and Hartenfeld, 2007) and want to support local food producers (Trobe, 2001; Brown and Miller, 2008; Gillespie et al , 2007; Lyson et al , 1995). Studies have also analyzed how farmers promote sustainability through marketing messages in this alternative food space (Garner, 2019). Indeed, purchasing “local” food at a farmers’ markets is often perceived as being a more “authentic” shopping experience (Riefler, 2020; Smithers and Joseph, 2010) when compared to purchasing a global brand at a supermarket.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

An ethnographic analysis of consumer information processing and decision-making at farmers’ markets

Garner

2022

JCM

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Purpose Farmers’ markets have grown rapidly in recent years and at the same time consumers increasingly desire to eat healthfully and sustainably. This research aims to analyze the way consumers process information regarding local food claims such as sustainability and organics when shopping for local foods at farmers’ markets. Design/methodology/approach This research uses ethnographic methods that included interviews with 36 participants, more than 100 hours of participant observation and prolonged engagement over a two and half-year period. Findings The findings indicate that there are two dominant types of consumers at the farmers’ market, hedonistic and utilitarian consumers. Hedonistic consumers rely on heuristic cues such as aesthetics, their relationship with the farmer and other peripheral sources of information when making purchase decisions. Utilitarian consumers, by contrast, carefully analyze marketing messages using central route cues and tend to be more conscious of their purchase choices. Practical implications This study will help farmers more effectively position their marketing messages and help consumers be aware how they process information in this space. Originality/value Unlike previous studies of consumer behavior at farmers’ markets that primarily use survey methods, this study uses observational and ethnographic methods to capture in situ interactions in this complex buying context. Further, while much work has been done on broad concepts of local food and organic preferences, this study provides a more in-depth look at consumer information processing in the farmers’ market space that reflects a mixture of organic and non-organic food.

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Sustainability marketing at the farmers’ market: An ethnographic analysis of ambiguous communication

Cited by 15 publications

References 77 publications

A Transformational Change Framework for Developing Ecologically Embedded Manufacturing

A Transformational Change Framework for Developing Ecologically Embedded Manufacturing

A study of rice mill innovation for using in household that effects the marketing mix satisfaction of farmers in Thailand

An ethnographic analysis of consumer information processing and decision-making at farmers’ markets

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