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This paper compares the agrarian development of two indigenous communities in the highlands of Ecuador who specialize in nontraditional agricultural exports (NTAE). It brings together the peasant theory with literature on the environmental impact of globalization.

Through a comparative ethnography, based on six months of participant observation and interviewers, I illustrate the differences in production processes and explain the divergent trajectories of agrarian modernization.

I found that NTAE impacted the two communities differently: one became more ecologically sustainable and the other became more environmentally exploitative. However, neither case fits squarely within the framework of modern/traditional or peasant/capitalist. Instead of traditional environmentalism and individualistic exploitation, we see the reverse: individualistic environmentalism and traditional exploitation. That is, ecological methods are paired with individualistic competition, and environmental exploitation takes place within a system of communal solidarity.

With buyer-driven organic certification standards, global integration does not always lead to ecological degradation. For quinoa growers, traditional production practices persist not as resistance to global capitalism but as a strategy to access high-value export markets. Broccoli farmers, although exploitative of local natural resources and their own health, do so within communal institutions that buffer against individualistic risk-taking.

This comparative case presents an alternative depiction of modernization as complex and nonlinear.

Using an enhanced version of the theory of reasoned action (TRA), this study investigates the antecedents of organic quinoa-based food buying intention. In addition to attitude toward this behavioral intention, the proposed model examines the influence that ecological welfare, political values, and consumer-perceived corporate social responsibility (CSR) of the point of sale exert on consumer willingness to purchase organic quinoa-based food.

Structural equation modeling (SEM) was used to analyze the data collected through an intercept survey conducted at specialized organic stores on a convenience sample of 158 individuals in Italy.

Although ecological welfare and a retailer's CSR image positively influence consumer attitude toward buying organic quinoa-based food, political values negatively affect this attitude. Furthermore, consumer attitude is found to be a crucial predictor of behavioral intention.

At the theoretical level, the results are useful for demonstrating that other variables, in addition to those used in the traditional TRA, can further explain consumers' organic food buying intention. Additionally, the findings might be useful for both quinoa producers and retailers in creating and executing their marketing and communication strategies.

In addition to contributing to the stream of literature that investigates possible variables that might increase the predictive power of the TRA, this study sheds some light on organic food purchasing consumer behavior.

Bolivia's original Aymara and Quechua quinoa producers ¹ exported 32,000 tons of hand-grown Royal Quinoa valued at $74 million in 2018. Nevertheless, they continued to fall deeper into poverty as low market prices did not cover the cost of their carefully planted, culturally driven production (IBCE, 2018, INIAF, 2018). Quinoa, now a global commodity, had seen increased competition from newly emerging quinoa growing countries with ample financial investment, improved production, and greater supply driving prices down. The more expensive, slow farming methods used by the Bolivian producers who followed traditional social, economic, and environmental sustainability practices were not valued in world markets. In Bolivia, the original quinoa homeland, once booming quinoa towns lay empty. Eighty-percent of inhabitants had moved to cities, leaving behind their native languages, traditions, and indigenous ways. Yet the culture and belief system lived on. This chapter examines Suma Qamana and how the Andean perspectives on social, economic, and environmental sustainability manifested themselves in the Bolivian experience of Aymara and Quechua quinoa producers. What follows is a story of Andean resilience in the face of globalization, and development gone awry.

This chapter examines the increase in global demand for quinoa (Chenopodium quinoa Willd.) and considers the impact of such demand on the Peruvian and Bolivian farmers who produce it. Specifically, it analyzes the social media marketing of U.S. based I Heart Keenwah (IHK) and considers the role of “storied food” with respect to corporate social responsibility (CSR) reporting in a Web 2.0 context. This chapter reports the results of textual, rhetorical, and cultural analyses of the digital marketing materials IHK deploys, and considers IHK’s use of Web 2.0 tools to mobilize discourses of socially responsible marketing, and implications of industrial quinoa production on Andean biodiversity and indigenous culture. This chapter principally concludes that the social media and digital marketing materials that IHK deploys obfuscate the social, economic, and ecological complexities surrounding the quinoa industries in Peru and Bolivia. This chapter provides evidence of new tendencies in capitalist commodification, and demonstrates how the traditional and indigenous protectors of the quinoa plant species are being denied their agricultural and cultural heritages. Further more, it demonstrates how the language of corporate social responsibility is abused in the service of less sustainable, branded, and extractive imaginaries and corporate profit. Given the significant rise in international quinoa demand, IHK’s explosive economic success, and IHK’s reliance on Andean quinoa, this case study provides unique insights into global food capitalism in the age of social media.

For decades, the Altiplano farmers of Bolivia had been marginalized by the remoteness of their home and exploitation by the private sector and injustices inflicted by the government. The notion that this impoverished region could sustain economic development might correctly have been described as hopeless. The Altiplano farmers’ inability to develop a sustainable source of income threatened their very cultural identity. The only manner in which the farmers’ culture might be sustained was through charitable donations from international NGOs. But it is exactly in this situation, when obstacles are stacked against success, where appreciative intelligence can provide an avenue to overcome despair. After years of working with NGOs, Javier Hurtado was able to identify a source of value that could provide hope and a path to sustainable development for the Altiplano farmers. This is the story of the impact that one individual's application of appreciative intelligence can have on a community. The Irupana story illustrates how our destinies are shaped by our ability to discover that which is best within ourselves and the communities in which we live. This is the story of Javier Hurtado and Martha Cordero, founders of Irupana Organic Foods located in the Bolivian Altiplano, as they discover the unique potential in the harsh Bolivian landscape and the impoverished peasant farmers that inhabit this setting. Through the framework of appreciative intelligence, the researchers observed the entrepreneurs reframe their circumstances around the positive potential that is within the Altiplano-farming community and its unique natural resources, and create a successful organic foods company.

Major cereal staples such as wheat, white rice and corn have a significant negative impact on the environment, a low nutritional profile and are associated with obesity. In comparison, alternative staples (such as rye, quinoa, buckwheat, etc.) are more environmentally sustainable and nutritious, yet are underused. There has been a recent surge in research into and awareness of alternative staples, but the current understanding of the different drivers of and barriers to their consumption remains fragmented.

The present study attempts to assimilate and incorporate the current knowledge on the drivers of and barriers to the consumption of alternative staples. Eighty-one empirical studies were curated and analysed according to stringent protocols in order to examine the existing research profile and themes arising from prior research in this domain.

The study presents a profile of the extensive existing literature examining the drivers of and barriers to the consumption of alternative staples. The thematic analysis of selected studies resulted in the identification of six drivers and seven barriers. The drivers are an awareness of health; awareness of environmental factors; recommendations; awareness of the brand, labels and source of origin; household structure and demographic attributes. The barriers are difficulty in preparation, lack of familiarity, lack of availability, lack of affordability, culture, product attributes and sensory attributes. The various research gaps and avenues for future research associated with the drivers and barriers identified are also presented.

The key outcomes of the study are the presentation of the research profile, the identification of various drivers and barriers, the recognition of gaps in the research and avenues for future research and, finally, the development of a theoretical framework entitled “Behavioral reasoning towards the consumption of alternative staples (BRCAS)”. The study offers various insights for nutritionists, marketers, policymakers and consumers by increasing awareness of alternative staples.

After reading and discussing the case, the participants would be able to:▪ articulate the challenges associated with retailing of organic products.▪ suggest paid, owned and earned digital marketing tools to Manav Chetna Vikas Kendra (MCVK);▪ suggest a digital marketing budget;▪ discuss essential elements of a good website design; and▪ discuss various website analytics metrics.

This case describes the challenges faced by the founder, Ajay Dayama, and members of MCVK, who believed in the concept of sustainable community living through the production and marketing of organic food products. They believed that they would be able to share their philosophy of sustainable living through their products reaching out to a larger population rather than just being consumed by community members. This paved the way for the creation of a brand by the name SATT offering products under the lifestyle, nutriment and wellness categories. Marketing and sales of SATT products came with a bundle of challenges, and it was not easy to convince customers about the authenticity, quality and pricing of these products. Many organic products sold by competitors were available on e-commerce platforms, while SATT relied on direct marketing. Low customer acceptance for SATT products would weaken the sustainability dream of the community. How MCVK could increase awareness and acceptance of SATT products was a big area of concern for Ajay.

This case is suitable for students enrolled for full credit course on Digital Marketing at postgraduate level. The case can be discussed towards the middle of the course.

Teaching Notes are available for educators only.

CSS 8: Marketing.

Companies with corporate social responsibility (CSR) practices care about customers, society, the environment and workers. This study aims to examine the impact of CSR practices (i.e. economic CSR, environmental CSR and societal CSR) on consumers’ purchase intention of apparel products, with the mediating role of consumer-retailer love on this relationship.

Data gathered using purposive sampling technique from 300 young online consumers using purposive sampling were analyzed using partial least squares structural equation modeling via SmartPLS3.0.

The results reveal that CSR practices (i.e. environmental CSR and societal CSR) have a positive influence on purchase intention for apparel products. Moreover, consumer-retailer love mediates the relationship between CSR practices (i.e. economic CSR and environmental CSR) and consumers’ purchase intention for apparel products.

Apparel retail marketers should focus on key determinants when designing CSR campaigns and communicating these CSR initiatives in social media and annual reports. They should also focus on their service quality to create a good perception (images) that helps measure the emotional response (love) between the retailer and consumers.

By applying the triple bottom line framework and the stimulus-organism-response model in a single framework, this study is unique and highlights the role of consumer-retailer love as an important mediator on the impact between CSR practices (i.e. economic CSR, environmental CSR, societal CSR) and consumers’ purchase intention of apparel products. The findings represent a new contribution to the existing literature, as there has been very limited research on this relationship in a developing nation context.

This chapter discusses the role of energy production in the global capitalist economy and its relationship to the Sustainable Development Goals (SDGs), with particular focus on SDG 8 – ‘Promote sustained, inclusive and sustainable economic growth, full and productive employment and decent work for all’ – and SDG 12 – ‘Ensure sustainable consumption and production patterns’. It achieves this by first introducing the Club of Rome report the Limits to Growth which utilised a system dynamics computer model to simulate the interactions of five global economic subsystems (population, food production, industrial production, pollution and consumption of nonrenewable natural resources) (Meadows, Meadows, Randers, & Behrens III, 1972), the results of which posed serious challenges for global sustainability, to better understand and contextualise unconventional (also referred to as ‘extreme’) and ‘renewable’ energy production as examples of the paradoxical nature of sustainable development in the global capitalist economy. Demonstrating that unconventional energy production methods are much less efficient, more carbon intensive, more environmentally destructive and just as unsustainable, and that renewable energy relies on the extraction of nonrenewable natural resources such as lithium that result in similar environmental and social issues, this chapter will interrogate this and ask the question – is the capitalist system in its current form capable of making ‘sustainable development something more than the oxymoron it appears?’.

There are a range of business evaluation methods that can be applied to determine the value of a business. Ultimately, the valuation of a business is what someone will pay for it when the sale transaction is completed. When determining the value of their own business, business owners are often influenced by how hard they have worked to start and build up the business, what the business represents and their projections for the future (Hawkey, 2017). This case provides an opportunity for students to consider exit strategy planning and how to establish a fair market price for a business, how to consider the value of good will and, in particular, the value associated with running an environmentally conscious bakery operation. The trend toward environmental responsibility and green practices in the small business community has started to have an impact on the value of small companies (Inc. 2021). Finally, the case raises the issue of the personal values of the owners and the related implication of finding a buyer with similar values and interests for a bakery business.

This case was field researched and the company and individuals are not disguised. One of the authors interviewed the two owners of The Royal Bakery. There were three interviews over a six-month period. The interviews were audio recorded. An ethical review for this research was completed at the co-authors’ institution, and a case release was signed.

The Royal Bay Bakery presents Dave Grove and Gwen Snyder who, with over 30 years in the bakery business, had started to consider next steps toward retirement. Royal Bay Bakery was profitable and growing. As they prepared to retire and sell the business, they were unsure about how to maximize the value of the business. They also wanted to find a buyer who would recognize and continue their business commitment to environmental and social sustainability.

This case may be taught in a class on exit strategies for small family businesses in the context of a small business course. This case is appropriate for both undergraduate seniors and graduate students. The case may be used to help students understand small business valuation, family ownership and exit strategies and environmental practices in small businesses. Instructors may choose to emphasize specific conceptual tools, including SWOT analysis, and business valuation. The case may also be used to reinforce applications of exit strategy for small, family-owned businesses.