Framework for Re-thinking Ethics in the Organic Movement - Re-Thinking Organic Food and Farming in a Changing World - page 258

(see Getter et al., Chap. 7 ) . In contrast, Born and Purcell ( 2006 ) argue that eating
local food is not more ecologically sustainable and socially just than systems at other
scale. Sustainability is more a question of content and not one of scale (Hinrichs
2003 ). So far, the organic system cannot cover the increasing demand of urban
centers through “regional” organic products; to eat locally in general can only serve
as an orientation. These introductory thoughts make clear how challenging it is
for consumers to understand the broader meaning of local and global, as well as
their ecological, social and economic dimension. Consumers are confronted with a
complex and seemingly confusing organic world, e.g.:

￿ high premium prices, inefficient access (Thøgersen 2007 ; Aertsens et al. 2009b ,

p. 1157),

￿ lack of information concerning organic quality and production, intellectual and

ethical challenges (Zagata and Lostak 2012 ),

￿ taste and aesthetic differences (e.g., Schuldt and Hannahan 2012 ),

￿ over-labeling and confusion with different types of labels, or lack of trust in labels

(Cliath 2007 ), or

￿ lack of trust in the certification process (see Hatanaka, Chap. 3 ; Adamoli,

Chap. 6 ) (Hamm et al. 2002 ; Yiridoe et al. 2005 ; Hughner et al. 2007 ; Aertsens
et al. 2009b ; Janssen and Hamm 2011 ).

The decision making process of consumers for organic products is based on
a set of factors—such as, personal attitudes, subjective and social norms, values,
and (perceived) behavioral control (see e.g., Fazio 1990 ; Aertsens et al. 2009b ,
p. 10). The attitudes and motives of consumers, why they consume organic food
or doubt organic creditability, provide insights into how far the IFOAM Principles
or similar ethical arguments are of relevance for their food consumption behavior.
Depending on many factors such as differing demographics, methods and models of
data collection and even consumer ethics and behavior, one finds that consumers are
inconsistent in their interpretation of the meaning of organic (Yiridoe et al. 2005 ),
as well as their attitudes and behavior (e.g., Vermeir and Verbeke 2006 ).

13.1.3.1 Nature/Philo

The ecocentric/holistic-oriented consumers use a range of purchasing criteria that
include human values, local production and traditions, animal welfare, political
issues (environmentalism), fair producer prices and further ethical orientations
(Padel and Gössinger 2008 ; Hjelmar 2011 ; Zander et al. 2012 ). These consumers
also express health, and specifically freshness, concerns among the central reasons
for buying in farmers markets (Trobe 2001 ). Schösler et al. ( 2012 ) (Netherlands)
argue that this reflects a return to a more natural lifestyle, one that involves a
distancing from materialistic lifestyles and reverting to a more meaningful moral
life. The authors suggest that the orientation toward a nature-oriented lifestyle
represents the wishes of a much larger part of Dutch society, not only those who
currently shop for organic food (cf. Zander and Hamm 2010 ).