Framework for Re-thinking Ethics in the Organic Movement - Re-Thinking Organic Food and Farming in a Changing World - page 259

Consumers are sensitive to local and regional products, and there is considerable
interest “in the availability of locally grown products, reliable information and
easy comparison with non-organic products” (Gottschalk and Leistner 2012 ). Local
means “to be able to trust”, since these consumers commonly doubt the quality
of imported organic products. Communicating and sharing values through direct
contact to the producers is one of their mains motivations. The opportunity to
“know the farmer” is a very strong value in the local market. However, even when
this possibility exists, only a minority of consumers have the opportunity for close
contact with local farmers.
With the growth in the number of farmers' markets (specifically in US), commu-
nity supported agriculture, urban farming and food cooperatives, many alternative
forms of producing and procuring food have taken a 'stand' against corporate
organics and have actively included values associated with such innovations (Tovey
2002 ). Therefore, this consumer group attitude also carries a political message.
Moreover, the values of these consumers are already close to the principles, and
thus they represent an exception to most consumers, not a model for them. There are
many similarities between the IFOAM Principles and the values of these consumers.

13.1.3.2 Enviro/Protest

Environmentally and politically oriented consumers can trace their roots to the
1960s and the reaction to the use of organochlorine pesticides (see Sect. 2.3 ) .
These consumers act individually or as part of groups engaged in environmental,
social and economic issues (e.g., Fair Trade) (e.g., Browne et al. 2000 ; Raynolds
2002 ; Lyon 2006 ). Similar to the Nature/Philo, the Enviro/Protest consumer takes
a critical view of environmental issues, but is less directly engaged in alternative
economic and social systems. This type is more reflective about organic purchases,
is commonly aware of the real differences between local and industrialized organic
production and marketing, and respects the higher prices for organic product
quality. This type includes what Johnston ( 2008 ) describes as the “citizen-consumer
hybrid” who “votes with their money” for reasons related to both individual self-
interest (consumerism) and a sense of social collective responsibility to a social
and ecological commons (citizenship) (see Adamoli, Chap. 6 ) . These value oriented
consumers are, however, not specifically aware of the IFOAM Principles in part
because products do not carry an “IFOAM label”.

13.1.3.3 Econo/Market

In contrast to the early years in the organic movement, many now justify buying
organic (Clarke et al. 2008 , p. 225) for a wide variety of reasons, including
enjoyment, personal health benefits (ibid., p. 228), and food safety (Michaelidou
and Hassan 2008 ). These are “pragmatic consumers” who purchase organic for
reasons of convenience (Hjelmar 2011 ) and health. This type of buyer requires that