The dynamics of alternative food consumption: contexts, opportunities and transformations

Urban Farm DB summary

Drawing on studies conducted over the past 15 years at the Norwegian National Institute for Consumer Research (SIFO), this article analyzes alternative food consumption in Norway centered on organic food. Tracing the organic movement from its origins, it shows organic products have gained a notable position within the conventional market even as they face conventionalization, while other alternative initiatives are emerging, including fair trade, farmers' markets, farm food outlets, box schemes, and community supported agriculture (CSA). It argues the consumer's role must be understood contextually, and that products consumers identify as "alternative" are those that, in a given time and place, are socially constructed to best reflect alternative values.