Framework for Re-thinking Ethics in the Organic Movement - Re-Thinking Organic Food and Farming in a Changing World - page 260

organic foods be available in local supermarkets, easily identifiable by a label, and
with a minimal price difference from conventional products. These conditions are
important for buyers who purchase organic for largely instrumental reasons, such as
concerns with personal or family health issues. These consumers are also those who
purchase local produce (e.g., in farmers markets) and who accept local or regional
products even if they are not organic, largely because they are more affordable.
This is also the group that is largely responsible for the increase in organic
consumer sales and responds to lower prices and convenient access to organic
products 5 as well as easily understandable information about a product's origin
rather than ethical issues related to buying organic. Marketing experts identify
this group as those who buy organic largely in response to food safety concerns
(pesticide and hormone free), environmental protection, taste (Hamm et al. 2002 ),
and animal welfare concerns. 6
For a majority of consumers, neither ethical concerns nor the IFOAM Principles
frame their food purchasing behavior. 7 Instead, 'private good' attributes (freshness,
taste and health benefits) and convenience are central (Wier et al. 2008 ). These
consumers commonly show little concern for, or commitment to organic farmers per
se , or to the importance of assuring the ecological, social and economic robustness
of organic farming (Howard and Allen 2006 ). Clarke et al. ( 2008 , pp. 223, 225)
describe this type of consumer ethics as “ordinary ethics”. These ethics entail caring
about family, taste, and using health concerns to guide everyday choices. This group
does not have “strongly held ideological or spiritual blueprints for action” (ibid.,
p. 224) and instead of representing a counter-culture, purchases organic as the new
“yuppie chow” (Guthman 2003 ).

13.1.4 Supply Chain Values

Today, consumers confront a wide diversity of purchasing opportunities for organic
products. In addition to the range of products branded by large, corporate and often
multi-national food companies, 8 the number of value-driven organic markets and
cooperatives, sometimes established by farmers to serve their local communities
are growing. At first glance it might appear as if the different market approaches
complement each other, and each plays a specific, but different role in providing
organic food.

5 (see also Pollan 2006 ; Fromartz 2007 ; Kirchmann et al. 2008 ; Paarlberg 2009 ; Hjelmar 2011 ).
6 (e.g., Bennett and Blaney 2002 ;Freweretal. 2005 ; Hughner et al. 2007 ).
7 (Magnusson et al. 2001 ; O'Donovan and McCarthy 2002 ; Thøgersen 2002 ; Lea and Worsley
2005 ; Padel 2005 ; Yiridoe et al. 2005 ).