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

In Germany, as in many other developed countries, alternative food networks (AFNs) are growing in number and relevance. Those networks include new models of production and distribution, such as food cooperatives (FoodCoops), self-harvest gardens or community-supported agriculture (CSA) schemes. AFNs represent an alternative to conventional food supply systems and are characterized by a close connection between producers and consumers. Thus, they are typically located within urban areas or in their metropolitan peri-urban surrounding. The aim of our study was to identify the rationale and motivation of urban residents to participate in AFNs and to develop a consumer typology based on the different motives. We also assess whether AFNs potentially lead to collective action with societal impact. Therefore, we conducted a qualitative content analysis based on interviews with members of existing AFN projects in the German metropolitan regions of Hamburg, Berlin and Munich (n=18). Our results revealed that the willingness of urban consumers to participate in alternative food networks 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 of the AFN. Three different consumer types were derived from the motive combinations. Although many consumers communicated a sense of belonging to a societal movement, our study revealed a lack of organization and collective action. Overall, AFNs can influence the consumption patterns of individuals. However, their potential to induce social change and to challenge traditional models of consumption in the near future does not appear to be high. This article is protected by copyright. All rights reserved.