Communicating the process quality of ethically produced food effectively is of highest interest to policy makers, organizations, retailers and producers in order to enhance ethical food production and increase ethical label use. The objective of this paper is to unveil the effectiveness of different communication treatments in regard to changing purchase behavior of different consumer groups. Different communication material for beef produced according to consumer expectations was compiled and applied in a consumer survey—incorporating a choice experiment and a questionnaire—with 676 (...) respondents in three cities of Germany. A Latent Class Mixed Logit Model was basis to identify different consumer segments and their response to the different communication treatments. The effects of different communication treatments unveil the importance to address information in an objective manner. Target groups could be enlarged through the assessment of clear, objective information. Moreover, most consumers were more likely to refrain from choosing a cheap beef product from conventional, barn-based rearing. Hence, consumers might be interested in reducing their overall consumption of beef and prefer the consumption of high value ethical beef with less frequency. Producers, market actors and policy makers should realize that a high share of consumers, not only smaller target groups, value ethical food and may be ready to change their consumption habits, if they are adequately informed. (shrink)

This article discusses the notion that the invisibility of the animalness of the animal constitutes a fundamental obstacle to change within current production systems. It is discussed whether housing animals in environments that resemble natural habitats could lead to a re-animalization of the animals, a higher appreciation of their moral significance, and thereby higher standards of animal welfare. The basic claim is that experiencing the animals in their evolutionary and environmental context would make it harder to objectify animals as mere (...) bioreactors and production systems. It is argued that the historic objectification of animals within intensive animal production can only be reversed if animals are given the chance to express themselves as they are and not as we see them through the tunnel visions of economy and quantifiable welfare assessment parameters. (shrink)

This article criticises the notion that critical/political/ethical consumerism can solve issues related to sustainability and food production. It does this by analysing the complexity of the concept of sustainability as related to food choices. The current trend of pursuing a sustainable food production through critical purchase decisions rather than through regulation is shown to be problematic, as shopping for a more sustainable food system might be much harder than initially believed due to the conflicting values and inherent trade-offs entailed in (...) the different notions of sustainability. Thus, critical consumerism may give way to false expectations as the complexity of choices transpires. One obvious way out is to let decisions regarding food choices be made earlier in the food production chain as well as through new modes of governance engaging members of civil society in their capacity as citizens rather than consumers. This entails complementing society’s reliance on critical consumerism with a citizen-oriented and political process in support of making more sustainable food choices. (shrink)

We use Marya Schechtman’s Narrative Self-Constitution View to support the widespread idea that food can contribute to the construction and expression of our identities and be used to understand others. What foods we consume can be one such way to construct our identities as food itself can have different values: ethically sourced, healthy, culturally significant, etc. However, the ability to constitute one’s own identity in this way depends on the ability to autonomously choose what we consume. We argue that most (...) consumers have much less control over their own consumption habits than is typically assumed (indeed, much of the literature on food and identity relies on the assumption) and thus consumers have diminished autonomy with respect to identity-constitution. We focus on the effects of three such autonomy compromising practices: food impositions, which are social pressures on food choice; manipulative marketing; and impediments to access. Together these practices diminish second-order endorsement of food-related values, generate false beliefs about what one is eating, and create social, economic, or physical barriers which limit access to desired foods. There are, however, spaces where consumers are fighting back against cultural norms and agribusiness and changing their own relationship(s) with consumption, thereby exercising increased autonomy over their food and their identity. (shrink)

Ethical consumerism is the thesis that we should let our values determine our consumer purchases. We should purchase items that accord with our values and refrain from buying those that do not. The end goal, for ethical consumerism, is to transform the market through consumer demand. The arm of this movement associated with food choice embraces the slogan “Vote with Your Fork!” As in the more general movement, the idea is that we should let our values dictate our choices. In (...) this paper, I offer a critique of the Vote with Your Fork campaign (hereafter VWYF) that focuses on the agency of individuals. For VWYF to be effective, minimally, individuals must act _intentionally_ when making food choices. In the ideal case, individuals adopt and endorse the values implicit in VWYF and exhibit _autonomous agency_ when they purchase and consume food. The problem, though, is that a number of things can go wrong along the way. I argue that very few of us are in the position to exhibit autonomous agency with respect to our food choices. Because of this, VWYF could very well undermine its own goals. (shrink)