Opportunities for Short Food Supply Chains
The interest in locally produced food has increased in Sweden, this has led to several initiatives where consumers can buy products directly from producers. One example of an initiative is REKO-rings, which is an initiative based on contact via the internet, where consumers can shop directly from pr...
| Autores principales: | , |
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| Formato: | Second cycle, A2E |
| Lenguaje: | sueco Inglés |
| Publicado: |
2020
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| Materias: | |
| Acceso en línea: | https://stud.epsilon.slu.se/15839/ |
| _version_ | 1855572647136460800 |
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| author | Isaksson, Filippa Leijon Cedermark, Marie |
| author_browse | Isaksson, Filippa Leijon Cedermark, Marie |
| author_facet | Isaksson, Filippa Leijon Cedermark, Marie |
| author_sort | Isaksson, Filippa |
| collection | Epsilon Archive for Student Projects |
| description | The interest in locally produced food has increased in Sweden, this has led to several initiatives where consumers can buy products directly from producers. One example of an initiative is REKO-rings, which is an initiative based on contact via the internet, where consumers can shop directly from producers without intermediaries. Initiatives within in SFSC receive support from both the Swedish government and the EU, as REKO-rings are considered to be SFSC that contribute to a more sustainable market. Despite the recognition and an otherwise great interest in REKO-rings, there are few studies on the subject.
The aim of the study was to understand how producers communicate with consumers in a SFSC. The study has used a qualitative methodology and had an inductive approach. A case study was conducted with five producers in the network linked to REKO Jönköping-Huskvarna. The gathered data is presented and analysed as a SFSC and a network where communication strategies are used by the producers. In order to fulfil the aim, the research question is about what elements are perceived by producers within SFSC to attract consumers. The research question is analysed and answered based on the theoretical framework of this study which consists of SFSC, network theory and the 4C marketing model.
The study's findings show that several elements are perceived as important for the producers when trying to attract consumers. Some of the elements are direct relationship, being active within the network, meeting the consumers demand, generating awareness and informing. An interesting topic for future research would be to include the consumer's perspectives and insights on the communication between producer and consumer in REKO-rings. |
| format | Second cycle, A2E |
| id | RepoSLU15839 |
| institution | Swedish University of Agricultural Sciences |
| language | Swedish Inglés |
| publishDate | 2020 |
| publishDateSort | 2020 |
| record_format | eprints |
| spelling | RepoSLU158392020-08-17T08:04:29Z https://stud.epsilon.slu.se/15839/ Opportunities for Short Food Supply Chains Isaksson, Filippa Leijon Cedermark, Marie Economics and management The interest in locally produced food has increased in Sweden, this has led to several initiatives where consumers can buy products directly from producers. One example of an initiative is REKO-rings, which is an initiative based on contact via the internet, where consumers can shop directly from producers without intermediaries. Initiatives within in SFSC receive support from both the Swedish government and the EU, as REKO-rings are considered to be SFSC that contribute to a more sustainable market. Despite the recognition and an otherwise great interest in REKO-rings, there are few studies on the subject. The aim of the study was to understand how producers communicate with consumers in a SFSC. The study has used a qualitative methodology and had an inductive approach. A case study was conducted with five producers in the network linked to REKO Jönköping-Huskvarna. The gathered data is presented and analysed as a SFSC and a network where communication strategies are used by the producers. In order to fulfil the aim, the research question is about what elements are perceived by producers within SFSC to attract consumers. The research question is analysed and answered based on the theoretical framework of this study which consists of SFSC, network theory and the 4C marketing model. The study's findings show that several elements are perceived as important for the producers when trying to attract consumers. Some of the elements are direct relationship, being active within the network, meeting the consumers demand, generating awareness and informing. An interesting topic for future research would be to include the consumer's perspectives and insights on the communication between producer and consumer in REKO-rings. Intresset för lokalproducerad mat har ökat i Sverige, vilket lett till att flera initiativ där konsumenter kan köpa produkter direkt från producenter har ökat. Ett exempel av ett sådant initiativ är REKO-ringar, vilket är ett initiativ som baseras på kontakt via internet, där konsumenter kan handla direkt ifrån lokala producenter utan mellanhänder. Initiativ inom SFSCs erhåller stöd både från den svenska regeringen och EU, då REKO-ringar anses vara SFSCs som bidrar till en mer hållbar marknad. Trots erkännandet och ett i övrigt stort intresse för REKO-ringar finns få studier i ämnet. Syftet med denna studie var att förstå hur producenter kommunicerar med konsumenter i en SFSC. Studien använde sig av en kvalitativ strategi och hade en induktiv ansats. En fallstudie har utförts genom intervjuer med fem producenter i nätverket kopplat till REKO Jönköping-Huskvarna. Insamlad data presenteras och analyseras som en SFSC och ett nätverk där kommunikationsstrategier används av producenterna. För att uppfylla syftet handlar forskningsfrågan om vilka element som uppfattas av producenter inom en SFSC för att attrahera konsumenter. Forskningsfrågan analyseras och besvaras utifrån det teoretiska ramverket i denna uppsats vilket består av SFSC, nätverksteori och 4C marknadsföringsmodell. Studien visar att flera element uppfattas som viktiga för producenterna när de kommunicerar på ett sätt som attraherar konsumenter. Några av elementen är direkta relationer, möta konsumenternas efterfrågan, generera medvetenhet och informera. Ett intressant ämne för framtida forskning skulle vara att inkludera konsumentens perspektiv och insikter på kommunikationen mellan producent och konsument i REKO-ringar. 2020-07-08 Second cycle, A2E NonPeerReviewed application/pdf sv https://stud.epsilon.slu.se/15839/7/isaksson_f_leijoncedermark_m_200608.pdf Isaksson, Filippa and Leijon Cedermark, Marie, 2020. Opportunities for Short Food Supply Chains : attractive communication strategies within a Swedish REKO-ring. Second cycle, A2E. Uppsala: (NL, NJ) > Dept. of Economics <https://stud.epsilon.slu.se/view/divisions/OID-510.html> urn:nbn:se:slu:epsilon-s-15839 eng |
| spellingShingle | Economics and management Isaksson, Filippa Leijon Cedermark, Marie Opportunities for Short Food Supply Chains |
| title | Opportunities for Short Food Supply Chains |
| title_full | Opportunities for Short Food Supply Chains |
| title_fullStr | Opportunities for Short Food Supply Chains |
| title_full_unstemmed | Opportunities for Short Food Supply Chains |
| title_short | Opportunities for Short Food Supply Chains |
| title_sort | opportunities for short food supply chains |
| topic | Economics and management |
| url | https://stud.epsilon.slu.se/15839/ https://stud.epsilon.slu.se/15839/ |