Motivational factors and values of
Securing food for the whole population is a key issue in the world. One way to make it possible is by developing the supply chains to a more sustainable agri-food system. These systems should provide the consumer with good, affordable food while the producers still get a good return for their produc...
| Autores principales: | , |
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| Formato: | Second cycle, A2E |
| Lenguaje: | sueco Inglés |
| Publicado: |
2021
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| Materias: | |
| Acceso en línea: | https://stud.epsilon.slu.se/17436/ |
| _version_ | 1855572897615052800 |
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| author | Blom, Fanny Danielsson, Sandra |
| author_browse | Blom, Fanny Danielsson, Sandra |
| author_facet | Blom, Fanny Danielsson, Sandra |
| author_sort | Blom, Fanny |
| collection | Epsilon Archive for Student Projects |
| description | Securing food for the whole population is a key issue in the world. One way to make it possible is by developing the supply chains to a more sustainable agri-food system. These systems should provide the consumer with good, affordable food while the producers still get a good return for their products. At the same time, external changes force the farm businesses to spread risks and be innovative to ensure resilience. These changes in combination with the consumers increased interest in local food have made farmers developed the concept of local food nodes.
This study aims to investigate what the underlying motivations and values are when farmers choose to sell their products in a local food node. To aid in investigating the aim the authors developed a conceptual framework from existing literature and theories. The conceptual framework is derived from short food supply chain, local food, motives and values, and Means-End Chain. This study further addresses that motives and values can be affected by behavioural, economic and non-economic factors. A qualitative approach together with the Zaltman Metaphor Elicitation Technique (ZMET) forms a method that can highlight factors that effected the ten respondents’ choices to selling through a local food node. The results were coded and illustrated in a Hierarchal Value Map (HVM), which were further analysed and factors that affect the respondents’ choices were found.
The findings in this study indicates that the respondents are motivated by improving the knowledge of the consumer at the same time as the sales are increasing which gives them a value of “satisfaction”, “survival”, “profitability” and contributing to the “community”. The factors found show that the respondents' motives and values not only are purely economic, but mainly non-economic. The conclusion of this study is that the respondents are motivated to sell their products in local food nodes because of the connection they get with the consumers and spreading information and knowledge of how Swedish farms are operated, which makes them satisfied. |
| format | Second cycle, A2E |
| id | RepoSLU17436 |
| institution | Swedish University of Agricultural Sciences |
| language | Swedish Inglés |
| publishDate | 2021 |
| publishDateSort | 2021 |
| record_format | eprints |
| spelling | RepoSLU174362021-12-18T02:00:21Z https://stud.epsilon.slu.se/17436/ Motivational factors and values of Blom, Fanny Danielsson, Sandra Agricultural economics and policies Securing food for the whole population is a key issue in the world. One way to make it possible is by developing the supply chains to a more sustainable agri-food system. These systems should provide the consumer with good, affordable food while the producers still get a good return for their products. At the same time, external changes force the farm businesses to spread risks and be innovative to ensure resilience. These changes in combination with the consumers increased interest in local food have made farmers developed the concept of local food nodes. This study aims to investigate what the underlying motivations and values are when farmers choose to sell their products in a local food node. To aid in investigating the aim the authors developed a conceptual framework from existing literature and theories. The conceptual framework is derived from short food supply chain, local food, motives and values, and Means-End Chain. This study further addresses that motives and values can be affected by behavioural, economic and non-economic factors. A qualitative approach together with the Zaltman Metaphor Elicitation Technique (ZMET) forms a method that can highlight factors that effected the ten respondents’ choices to selling through a local food node. The results were coded and illustrated in a Hierarchal Value Map (HVM), which were further analysed and factors that affect the respondents’ choices were found. The findings in this study indicates that the respondents are motivated by improving the knowledge of the consumer at the same time as the sales are increasing which gives them a value of “satisfaction”, “survival”, “profitability” and contributing to the “community”. The factors found show that the respondents' motives and values not only are purely economic, but mainly non-economic. The conclusion of this study is that the respondents are motivated to sell their products in local food nodes because of the connection they get with the consumers and spreading information and knowledge of how Swedish farms are operated, which makes them satisfied. Att säkra mat för hela befolkningen är en nyckelfråga i världen. Ett sätt att göra detta på är att utveckla värdekedjorna till mer hållbara livsmedelssytem. Dessa system ska då kunna förse konsumenter med god och prisvärd mat, men också ge producenterna en bra avkastning på deras produkter. Samtidigt uppkommer det externa förändringar som tvingar lantbruksföretagen att sprida risker och vara mer innovativa för att säkerhetsställa resiliens. Dessa förändringar i kombination med det ökade intresset för lokal mat hos konsumenterna har gjort att lantbrukarna har utvecklat konceptet REKO-ringar. Studien syftar till att undersöka vilka underliggande motivationer och värden som uppkommer lantbrukare väljer att sälja deras produkter i REKO-ringar. För att undersöka detta har författarna utvecklat ett konceptuellt ramverk från redan existerande litteratur och teorier. Det konceptuella ramverket har hämtats från korta livsmedelskedjor, lokal mat, motivation, värden och Means-End Chain. Denna studie belyser att motiv och värden kan påverkas av beteende, ekonomiska och icke-ekonomiska faktorer. En kvalitativ ansats har tillsammans med Zaltman Metaphor Elicitation Technique (ZMET) format en metod som kan belysa de faktorer som påverkar de tio respondenternas val att sälja genom REKO-ringar. Resultaten kodades och illustrerades i en Hierarkisk Värdekarta (HVK), som analyserades och de faktorer som påverkar respondenternas val hittades. Det som upptäcktes i denna studie indikerar att respondenterna motiveras av den ökade kunskapen hos konsumenten samtidigt som deras försäljning ökade vilket ger dem ett värde av ”nöjdhet”, ”överlevnad”, ”lönsamhet” och att de bidrar till ”samhället”. Dessa faktorer visar att respondenterna hittar motivation och värden som inte bara är rent ekonomiska, utan mestadels icke-ekonomiska. Slutsatsen är att respondenterna är motiverade att sälja sina produkter i REKO-ringar på grund av den kontakt de får med konsumenterna och att de kan sprida information och kunskap om hur svenska lantbruk bedrivs, vilket gör dem nöjda. 2021-12-15 Second cycle, A2E NonPeerReviewed application/pdf sv https://stud.epsilon.slu.se/17436/1/blom_et_al_210816.pdf Blom, Fanny and Danielsson, Sandra, 2021. Motivational factors and values of : a study of Swedish producers in local food nodes. 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-17436 eng |
| spellingShingle | Agricultural economics and policies Blom, Fanny Danielsson, Sandra Motivational factors and values of |
| title | Motivational factors and values of |
| title_full | Motivational factors and values of |
| title_fullStr | Motivational factors and values of |
| title_full_unstemmed | Motivational factors and values of |
| title_short | Motivational factors and values of |
| title_sort | motivational factors and values of |
| topic | Agricultural economics and policies |
| url | https://stud.epsilon.slu.se/17436/ https://stud.epsilon.slu.se/17436/ |