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Understanding farmer and consumer behavior is essential to the successful implementation of behavior change interventions. The purpose of this study is to summarize existing research, provide a comprehensive overview of nudge interventions, and identify important trends in behavioral agricultural economics. Research on nudge interventions can help policymakers encourage farmers and consumers to change their behavior in desired direction like switching to organic agriculture or eco-labeled products and promote innovation in sustainable agriculture.

The paper contains a bibliometric analysis of nudge research in general and agricultural economics as well as a literature review of the 53 empirical studies on nudge interventions between 2003 and 2023.

The frequency of nudge research in all research fields and in agricultural economics has increased over the years. This study summarizes nudge interventions that can be used by farmers and consumers on a variety of agricultural economic issues. Information, social norms, and social comparison as nudge interventions are most prominent in the publications, while green nudges have not been researched to a greater extent.

This study provides a comprehensive overview of nudge research in agricultural economics with potential for theoretical and policy implications. It highlights potential nudge interventions among farmers and consumers that can be applied in practices.

Globalization of agriculture via the evergreen revolution (which encompasses large-scale production-collection-cleaning-processing-packaging-transportation-storage-distribution-sale of high-value cereals-fruits-flowers-vegetables-agrofuel-feedstock through technology-intensive global value chains) has opened the door to corporate capital involvement in agriculture. While the mainstream perspectives and international organizations have optimistically viewed this as a catalyst for inclusive growth, this article seeks to unveil the concealed hegemony of capital underlying the ostensibly beneficial façade of the evergreen revolution. It underscores the concerns regarding the immiseration of asset-poor farmers, petty nonfarm entrepreneurs and labourers resulting from the globalization of agriculture. Furthermore, it explores the implications for micro and macro food security in this context.

This paper examines open innovation (OI) based on sustainability principles within the agri-food sector. The study aims to understand the interplay between different actors and develop a typology of their roles in fostering sustainability. Three key research questions guided our inquiry: “WHY” sustainability is driving the OI initiatives as presented by companies, “WHO” participates in OI interactions and “HOW” these interactions are structured among diverse agri-food actors.

Through a theoretical prism encompassing OI modes, types, practices, sustainability dimensions and multilevel perspectives, we analyzed 78 agri-food sustainable OI initiatives, as described by the companies, to identify and explain why, who and how they engage in OI to drive sustainability shifts.

The results reveal typical patterns of transaction and cooperation between actors and confirm the collaborative nature of sustainable OI in the agri-food sector when actors must transcend traditional economic boundaries and reshape both the internal performance culture and the broader industrial or community mindset. The paper also conceptualizes the roles of actors in co-creating value in the context of sustainable food transitions.

This study brings the theoretical lenses of OI to conceptualize the collaborative nature of sustainability transitions in the agri-food system. The focus on sustainability transitions is dominantly placed on innovators at the niche level, while incumbents tend to be depicted as protecting the status quo. Thus, the focus on the collaborative interplay among different actors engaged in OI for sustainability contributes to offering a more nuanced view of innovation in sustainability transitions. In turn, the development of a typology of actors, motivations and configurations of OI from sustainability transition perspectives contributes to strengthening the conceptualization of sustainable value co-creation in the OI realm.

The new technology aspects of Industry 4.0 (I4.0), such as digital technologies including artificial intelligence (AI), block chain, big data analysis and the internet of things (IoT) as a digital cosmos, have the potential to fundamentally transform the future of business and supply chain management. By augmenting the functional components of the food supply chain (FSC), these technologies can transform it into an intelligent food supply chain (iFSC). The purpose of this study is to identify the I4.0 utilization for FSC to become an iFSC. Additionally, it suggests future research agendas to bridge the academic knowledge gaps.

This study utilizes the bibliometric analysis methodology to investigate the techno-functional components of iFSC in the context of I4.0. The study followed steps of bibliometric analysis to assess existing components’ knowledge in the area of intelligent food supply chain management. It further reviews the selected articles to explore the need for I4.0 technologies’ adoption as well as its barriers and challenges for iFSC.

This study examines the integration of emerging technologies in FSC and concludes that the main emphasis is on the adoption of blockchain and internet of things technology. To convert it into iFSC, it should be integrated with I4.0 and AI-driven FSC systems. In addition to traditional responsibilities, emerging technologies are acknowledged that are relatively uncommon but possess significant potential for implementation in FSC. This study further outlines the challenges and barriers to the adoption of new technologies and presents a comprehensive research plan or collection of topics for future investigations on the transition from FSC to iFSC. Utilizing artificial intelligence techniques to enhance performance, decision-making, risk evaluation, real-time safety, and quality analysis, and prioritizing the elimination of barriers for new technologies.

The uniqueness of this study lies in the provision of an up-to-date review of the food supply chain. In doing so, the authors have expanded the current knowledge base on the utilization of all I4.0 technologies in FSC. The review of designated publications yield a distinctive contribution by highlighting hurdles and challenges for iFSC. This information is valuable for operations managers and policymakers to consider.

Although technologies such as blockchain (BCT) hold great potential to improve global food supply chains (GFSCs), our understanding of BCT use in GFSCs remains limited. The purpose of this study is to broaden BCT discussions by exploring its benefits and challenges across the entire GFSC.

Qualitative interviews with 23 industry experts were used to identify and comprehend the nuanced issues with BCT application in GFSCs.

The study identifies 21 perceived benefits and challenges with BCT use in GFSCs, including the benefit of broader data incentives beyond BCT use and the challenge of reluctance to assume dominant roles among the GFSC actors.

While prior studies mostly focused on BCT use for traceability and food safety in the GFSC midstream, this study extends the scope to include upstream and midstream actors. It highlights socio-economic benefits for traditionally disadvantaged farmers in the upstream and normative challenges to its adoption in the GFSC midstream and downstream. It also identifies three paradoxes emerging with BCT use in the GFSCs including the paradoxes of food technology, transparency and de-centralization.

After working on the assignment questions, the learners can achieve the following learning outcomes: understand the buying behavior towards sustainable products in the context of mindful consumption and product characteristics, appraise the market segmentation and positioning strategy of a sustainable business, understand the application of 5C’s framework for a sustainable business and critically evaluate a new sustainable business’s challenges in the emerging business environment.

Dr Joe Fenn, founder and director of PFoods, with extensive experience in the pharma industry overseas, observed a decline in the consumption of traditional dairy foods. Alternative plant foods come as a savior to people who are lactose intolerant and offer a host of health benefits with low environmental impact. Riding on the waves of veganism and sustainable foods, he saw an opportunity in India. PFoods developed and launched two products, namely, Just Plants (plant-based milk alternative) and Plotein (plant-based protein alternative), in collaboration with scientists at the Indian Institute of Science, a premier scientific institution in India, and PMEDS (PreEmptive Meds), a US-based nutraceutical Company. PFoods launched and pilot-tested Just Plant, a dairy alternative substitute for milk in select reputed organizations in Bangalore. The upcoming challenges for Fenn would be to select the right segment, educate the market and position the product that would resonate well with the target customers.

The case study suits undergraduate and graduate courses such as marketing management, sustainable marketing and sustainable business. The case study can also be used in entrepreneurship management and entrepreneurial marketing courses to introduce the challenges of a sustainable startup. The case study highlights the marketing challenges faced by the disruptive and growing plant-based foods or alternative dairy industry in emerging markets.

Teaching notes are available for educators only.

CSS 8: Marketing.