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Ethical consumption is on the rise amidst concerns about the environmental and health impacts of industrial agriculture. In light of increasingly complex food choices, alternative food networks have emerged. However, their success depends on a deeper understanding of the product attributes that guide (ethical) consumer decisions. This study focuses on the preferences of consumers when choosing and buying fresh vegetables in Romania.

This study employs a discrete choice experiment to determine how consumers make trade-offs across a set of product attributes, such as local origin and production method.

The study analysis sheds light on the importance of food attributes relevant to ethical consumers. The main barrier to making an ethically driven choice is convenience. While local production remains of lower importance than the production method, the authors show that the Romanian consumers surveyed strongly prefer non-certified “traditional” vegetables over certified organic products.

This study is pioneering with a state-of-the-art discrete choice setting looking at a set of product attributes that reflect the demand of ethical consumers in an understudied transitional context. The authors go beyond the current debate on the trade-off between organic vs local food labels by introducing traditional small-scale production as a separate attribute level. The food attribute preferences of different consumer segments and a market simulation offer relevant insights how to market fresh vegetables to health- and environmentally-conscious urban people.

The purpose of this paper is to identify factors that constrain marketing choices available to smallholders, limiting the chain's robustness from their perspective.

This paper draws on transaction cost economics to develop a model explaining dyadic relationships between smallholders and their buyers. The model was used to analyse a case study of the supply chain for organic fresh vegetables in Kathmandu, Nepal.

This chain is characterised mainly by relational contracting between smallholders and their buyers. There was also evidence of vertical integration by some buyers, and of growers selling on informal markets. However, there was no evidence of spot market trading or of conventional contracting. These outcomes were attributed primarily to the absence effective standards and legal systems. Despite this, the chain offered smallholders a range of dyads with different risk-reward trade-offs.

This paper is based on the findings of a case study. While the results can be generalised to theory, they cannot be generalised to other supply chains.

This study considers supply-chain performance from the perspective of smallholders. The model proposed for the study extends the traditional vertical coordination continuum to incorporate missing dyads and informal markets.

The purpose of this paper is to investigate if consumer buying motives regarding organic food in emerging economies China and Brazil are culture bound or determined by key characteristics of the product.

A survey was collected in Guangzhou, China, and Porto Alegre, Brazil. Data were analyzed by means of structural equation modeling, checking for measurement invariance between samples.

The reasons why Brazilian and Chinese consumers buy organic food are strikingly similar to what is found in Europe and North America. Consumers’ attitude toward buying organic food is strongly linked to beliefs about its healthiness, taste and environmental friendliness. Also, consumer attitudes toward buying organic food are positively related to what Schwartz’s “Universalism” values in all studied cultures.

Correlational (survey) data do not allow conclusions about causality and conclusions are limited by the covered countries and products.

Key consumer value propositions with respect to organic food seem cross-culturally valid and universally accepted by a segment of customers that share these values. Hence, organic food can be marketed globally based on a universal set of key value propositions. The same could be true for other global products sharing similar types of certifiable value propositions.

New insights of value for the cross-cultural marketing of “green” and ethical consumer products.

Fills a gap in research regarding the extent to which consumer purchase motives are culture bound or determined by the characteristics of the product.

The purpose of this paper is to examine how consumers’ concern for food safety and income levels influence vegetable consumption patterns and expenditure in Tamale, Ghana.

Using data from a survey of 300 urban consumers, quantile regression analyses are used to examine how food safety consciousness, income and other factors influence vegetable expenditure across different quantiles.

Whereas protein-rich foods take smaller proportion, vegetables and cereals take more than half of the household food budget. Poor households spend greater proportion of income on food relative to wealthier households, although absolute amounts spent on food takes the opposite direction. Engel’s law applies to composite food expenditure and individual food classes. Bennett’s law applies to various food groups, with high-income households showing high dietary diversity than middle- and low-income households. Food safety consciousness and income groupings significantly influence vegetable expenditure at various quantiles. Expenditure of food safety conscious and high-income consumers are positioned on higher quantiles.

The findings suggest a potential for agribusiness investors to develop safer vegetable niche markets in the study area.

The study is the first to analyze vegetable consumption in Ghana with a focus on food safety consciousness, income levels and consumers’ location.

The purpose of this article is to provide local authorities, consumers, retailers and vendors information about the consumer profile of shoppers at the organic farmers market that could be used for devising strategies for local organic market development.

The survey included information about the socio‐demographic, product characteristics and motives to purchase the product by the organic consumer. The selection of persons to be surveyed was random. The location of the survey was “La Feria del Trueque”, the largest organic farmers market in Costa Rica. During February 2004, 280 surveys were conducted and in 2005, 200 surveys. A single database was developed on the outcomes of the analysis of variance conducted. In order to detect the variables influencing the money spent monthly on organic fresh fruits and vegetables products and rank their importance, an ordinal probit model was specified using a restricted procedure.

The organic consumer in Costa Rica appears to be largely of middle age, with high monthly family incomes, female the primary buyer and highly educated. With an average family size of four members, one third of its income is spent on food and between 12 and 20 percent on organic fruits and vegetables and there seems to be a limit of around 20 percent in relation to the premium they are willing to pay for organic products. The organic consumer in Costa Rica recognizing the “obvious” differences seems to be somewhat similar to the organic consumer in the USA, Canada and Europe.

The similarities detected are significant for those looking to import and sell fresh and processed organic products in Central America, because they can apply international information to open the “local markets”, while they develop their local market research information. Buyers and sellers can use the information of this study to better negotiate local purchasing conditions. At the same time it will help local producers to improve its negotiations capabilities with the new international retailers arriving in Costa Rica.

The central objectives of this study are to identify the consumer profile of Costa Rica of those buying organic products at the organic farmers markets, and to determine the key variables influencing the consumer expenditures for organic products at the farmers organic markets.

The aim of the study is to systematically map the articles published in the area of organic food value chain. Many articles have been published in various domains of organic food value chain, but no significant study has been found related to the systematic mapping of literature.

This study relies on secondary data. Articles from Scopus and Google Scholar databases between January 1, 1990, and July 10, 2021, have been considered. On the basis of inclusion criteria, 56 articles have been analysed in this systematic mapping study.

This study describes the geographical coverage, the methodologies used, sector/industry-specific context of the articles and scope the for future research. Five clusters were identified through co-occurrence analysis: (1) “organic agriculture and sustainable value chain” (2) “organic farming and food value chain,” (3) “organic value chain and sustainable development,” (4) “organic value chain and environmental impact” and (5) organic value chain and profitability.

The study considers only articles published in Scopus and Google Scholar with some specific keywords related to the value chain and organic food industry. Future studies are encouraged by considering a wide range of keywords with a larger data set.

To the best of the author's knowledge, this study is the first to have a systematic mapping of literature on the organic food value chain.

This case study aims to analyse dyadic empirical relations within food supply chains. The categories of market, hierarchy or power, network and social relations were used to disclose the coordinative structures on the chain level and connect these with the chain development.

The actors of three vegetable supply chains were interviewed. The coordinative relations of actors were identified and the coordinative structures on the chain level were made visible by combining the ego networks of chain actors. The “story of supply chain development” was intertwined with the analysis.

The studied food supply chains were coordinated mostly by duplex or multiplex relations, combining market, hierarchy or power, network and social relations. In addition to the strategic network, presented in literature, the study identified a coordinative structural mode of socially overlaid network. In general, the network relation was found to be used as an effective “glue” within all coordinative structures. Both coordinative structural modes exhibited substantial growth, on the condition that agricultural base and buyers enabled enlargement.

Economic sociological perspective has been used in explaining food supply chain development by making visible the coordinative relations and structures on the chain level. The chain level phenomena appear as a promising field of study.

In response to food scares related to high levels of agro-chemical residues sometimes found on foods, consumers in China increasingly demand for organic foods. As little is known on consumer perceptions and attitudes toward organic food products, the purpose of this paper is to gain insight into the purchase of organic food products by consumers and to explore the main factors driving this process.

Mixed (quantitative and qualitative) market survey approaches were used to provide a potentially deeper insight into consumer’s perspective and could help get a better picture of the complex factors involved.

The main trigger for purchasing organic food products is that consumers expect them to be healthier and safer. The respondents who have bought organic food products tend to have a higher education level and disposable incomes, be families with children and be older than those who have not bought them. The main barriers to increasing the market share of organic food products are the consumers’ lack of knowledge, the relatively high price premium and the lack of availability of organic food products. Informing consumers about unique characteristics of organic production methods, the decline in the prices of and increasing the availability of organic food products to its customers might be a promising strategy to develop the market for organic food products.

This paper provides a unique insight into buying behavior and attitudes of organic consumers in China. The results of the research could provide information for the organic food industry to expand its market and improve its profitability and reliability.

This paper is derived from a larger scale project investigating consumer attitudes towards organic food in the UK. Presents focus group results on consumer perceptions, attitudes and behaviour in relation to two key interrelated food trends: organic food and animal welfare. The results indicate that consumers often confuse organic and free‐range products because they believe that “organic” is equivalent to “free‐range” food. Focus group discussions were conducted to identify the main beliefs and attitudes towards organic food of both organic and non‐organic food buyers. Results indicate that, although health and food safety concerns are the main motives for organic food purchases, ethical concerns, specifically in relation to standards of animal welfare, play a significant influencing role in the decision to purchase organic food. The results are consistent with parallel research into consumer concerns about animal welfare, which showed that consumers are primarily concerned about food safety issues. Furthermore, the research illustrates the central outcome that animal welfare is used by consumers as an indicator of other, more important product attributes, such as safety and the impact on health. Indeed, ethical considerations seem to motivate the purchase of organic food and free‐range products and, therefore, may be viewed as interrelated. However, such ethical frameworks are closely related, if not contingent upon, the quality of the product, which includes perceptions of higher standards of safety and healthiness. Based on the qualitative data, suggests that the organic market could take advantage of research on consumer motivation to buy free‐range products, by embodying ethical concerns as an indicator of product quality.