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The adaptive consumer: shifting attitudes, behavior change and CSA membership renewal

Published online by Cambridge University Press:  27 May 2008

Willow Saranna Russell  and
Lydia Zepeda
Willow Saranna Russell*
Affiliation:
University of Wisconsin-Madison, School of Human Ecology, 334 Human Ecology Building, 1300 Linden Dr., Madison, WI 53706, USA.
Lydia Zepeda
Affiliation:
University of Wisconsin-Madison, School of Human Ecology, 334 Human Ecology Building, 1300 Linden Dr., Madison, WI 53706, USA.
*
*Corresponding author: willowrussell@yahoo.com
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Abstract

A qualitative study was conducted with a subset of a Community Supported Agriculture (CSA) membership base in Wisconsin, USA to examine attitude and behavior change associated with membership. Changes that were examined included: modified eating or cooking habits, increased consideration of food seasonality and associated consumer preferences for seasonal products, and an enhanced appreciation for farming. Although this study investigated ‘spillover’ attitude or behavior changes (e.g. reduced driving or increased use of environmentally friendly cleaning products), none were observed. This study indicates that attitude and behavior changes are generated by the structural elements of CSA including exposure to the farm, interactions with the farmer, and the constraints imposed by a pre-selected bundle of vegetables. There was no indication that changes occur due to the development and enforcement of social norms within the CSA membership base. Community, in the context of this CSA, is expressed primarily as a conceptual community of interest. Our results suggest that demonstrated attitude and behavior change increases the likelihood that a consumer will renew their CSA membership.

Keywords

CSA, community supported agriculturebehavior changeattitude changeconsumer behaviorTroy Community FarmCSA membership renewalsustainable agriculturelocal foods
Type
Research Papers
Information
Renewable Agriculture and Food Systems , Volume 23 , Issue 2 , June 2008 , pp. 136 - 148
Copyright
Copyright © 2008 Cambridge University Press

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