Common ground? : Motivations for participation in a community-supported agriculture scheme
Common ground? : Motivations for participation in a community-supported agriculture scheme
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发表时间：
2008
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通讯作者：
H. Tuomainen
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作者：
Rosie Cox;L. Holloway;Laura Venn;Liz Dowler;J. Hein;M. Kneafsey;H. Tuomainen
摘要 不同类型的直销策略通常是所谓的“替代食品网络”的核心，该网络往往以某种方式“重新连接”食品生产者和消费者的中心原则为基础。本文以苏格兰社区支持的农业项目为例，探讨生产者和消费者参与此类计划背后的动机。它显示了消费者对该计划的一系列动机和理念，并反映了这些动机和理念如何与计划组织者更有限的既定目标相结合。它认为，直接营销计划中的沟通可能很重要，原因有两个。生产者和消费者之间的首次有效沟通可以巩固理解，从而形成消费者之间的长期承诺和宽容。其次，消费者之间的沟通可以促使他们考虑更广泛的行为和实践，或许会导致生产-消费关系发生更根本的变化……
Abstract Direct marketing strategies of different kinds are often central to so-called “alternative food networks”, which tend to be underpinned by a central principle of somehow “reconnecting” food producers and consumers. This paper uses a case study of a community-supported agriculture project in Scotland to examine the motivations behind producers' and consumers' participation in such schemes. It shows the range of motivations and philosophies that consumers bring to the scheme and reflects on how these work with the more limited stated aims of the scheme organisers. It argues that communication within direct marketing schemes can be important for two reasons. First effective communication between producers and consumers can underpin the kind of understanding that leads to long-term commitment and tolerance amongst consumers. Second, communication between consumers can spur them to consider their wider behaviour and practices, perhaps leading to more radical changes to production–consumption relations...