Framework for Re-thinking Ethics in the Organic Movement - Re-Thinking Organic Food and Farming in a Changing World - page 271

the organic farmer, new consumers as well, confront the need for going through
some type of “conversion process” to learn about and adapt their food purchases
based on information from friends, advertisements, and the internet.
There are a small number of groups such as the Organic Consumers Association
(in the US) with websites that focus on educating consumers. Numerous types of
grocery stores in both Europe and the US are well known for offering a wide range
of organic products. But with the exception of some organic consumer cooperative
stores, organic marketing pays little or no attention to organic values. Only the most
knowledgeable, or already converted and committed consumer will take the time to
ask about more value-laden dimensions of the organic products on offer. With the
rare exception of some smaller cooperative consumer purchasing groups, it is useful
to remember that the consumer is the one “free actor” in the organic system. Unlike
the farmers or processors, consumers do not have to be “certified” to shop organic.

13.2.2.1 The Organic Ethical Message and Challenges for Consumers

The average consumer interested in buying organic in a supermarket must often
choose a product without really knowing what the “certified organic” label really
means. Those who have access to, and interest in, shopping in city or farmers'
markets are confronted with another choice: they must distinguish between products
from “local” organic farmers and the often less expensive, but local, products from
non-organic farmers. Moreover, instead of seeking out “organic,” many consumers
may prefer regional products (Siderer et al. 2005 , p. 334).
Furthermore, linking the local production with local markets is now a common
corporate marketing approach for non-organic. As Adamoli notes, it is little wonder
that consumers become confused about the importance of organic or of local, or that
price, convenience or a well-known label (see Adamoli, Chap. 6 ) will trump their
ethically based decision.
Janssen and Hamm ( 2011 ) found that consumer knowledge of organic certifica-
tion schemes is generally low (Padel et al. 2010 , p. 23, 81). Several quality assurance
systems and labels in the agrofood chain seek to help the consumer navigate the
organic world. The growing number and variety of organic labels, regulations and
certifications (Schulze 2008 ) is positive because it offers a measure of customer
assurance that a product is organic. But, at the same time, labeling often leads to
confusion and a refusal by consumers to read the product information (Thøgersen
2002 ; Krystallis and Chryssohoidis 2005 ; Leire and Thidell 2005 ; Howard and Allen
2006 ; Batte et al. 2007 ). In contrast to the wide variety of value driven labels in
the US (Boström and Klintman 2006 ), the model in Sweden integrates stakeholder
groups along the agrofood chain. This assures an internal chain oriented control
mechanism that allows consumers to trust the label.
Most consumers are unfamiliar with the organic standards (Codron et al. 2006 ,
p. 16), nor are they aware of issues related to their food and values of ecological
quality. In the absence of direct relationships with producers, consumers must trust
labels and the certification of products (Zanoli, 2004 in Aschemann et al. 2007 ,