Individualist and collectivist consumer motivations in local organic food markets

Urban Farm DB summary

This study analyzed consumer motivations in Community-Supported Agriculture (CSA) programs using interview data from 58 members in a large southwestern US city. Researchers investigated whether members were primarily motivated by individual interests (e.g., nutritional benefits, taste) or collective concerns (e.g., environmental, economic). Findings indicated that CSA members pursued individualist and collectivist goals equally, emphasizing environmental issues and sustainability through local organic consumption as a pathway to individual health.