Practicing mundane consumer resistance in the REKO local food system

Abstract

Purpose This study aims to answer two research questions, namely, what kinds of mundane resistance practices emerge in the local food system and which spatial, material and social elements catalyse the resistance practices. Design/methodology/approach The study adopts a post-humanist practice approach and focusses on exploring the agentic capacity of socio-material elements to generate resistance practices. The data were generated through a multi-method approach of interviews, field observations and Facebook discussions collected between 2014 and 2017. Findings The empirical context is the rejäl konsumtion local food network in Finland. The analysis presents two types of resisting practices – resisting facelessness and resisting carelessness – which are connected to spatial, material and social elements. Research limitations/implications The study focusses on one local food system, highlighting the socio-material structuring of resistance in this specific cultural setting. Practical implications The practical implications highlight that recognising the socio-material elements provides tools for better engagement of consumer actors with local food systems. Originality/value The study adds to the extant research by interweaving the consumer resistance literature and local food systems discussions with the neo-material approach. The findings present a more nuanced understanding of the ways in which consumer resistance is actualised in a non-recreational, mundane context of consumption. Consequently, the study offers new insights into the agentic socio-material actors structuring the local food system.

Agency of Objects in the Food Consumption Abandonment

“…Thus, in addition to physiological aspects -such as health gains -, the abandonment of meat consumption also comprises ideological aspects. As identified in previous studies, meat is a central food in the Western diet, and it forms a complex food network (Leipämaa-Leskinen, 2021;Tosun & Gürce, 2018). The abandonment of meat consumption involves disentangling oneself from this social and cultural network, which is sustained by that abandoned object, unlike soft drinks, whose network is kept through the substitution with similar products.…”

The rise of collaborative engagement platforms

“…Indeed, many consumers seemed to regard REKO merely as an alternative outlet for food purchases, reaping the REKO-related benefits without any responsibility for maintaining the CEP. Previous studies have also indicated that it can be difficult for consumer members to engage with alternative food systems (Leipämaa-Leskinen, 2021). Similar findings have been found in other contexts; for example, Kaptein et al (2015) showed how increased engagement in an online platform actually led to decreased spending.…”

“…In terms of societal implications, we conclude that CEPs provide more opportunities for consumers to participate in collective actions that they deem important. In the current context, these relate especially to social and ecological pillars of sustainability, example supporting small food producers’ financial status, ensuring local food production and shortening the food distribution chains (Leipämaa-Leskinen, 2021). Thus, CEPs may provide ethical and sustainable alternatives for dominant market systems.…”

“…The weekly exchange of local food products takes place in physical locations where consumers buy products directly from local producers. Besides face-to-face exchanges, REKO nodes are organised in closed Facebook groups in which producers announce their offerings and consumers pre-order food items (Ehrnström-Fuentes and Leipämaa-Leskinen, 2019; Leipämaa-Leskinen, 2021). Thus, the REKO platform operates on both physical (food delivery) and virtual (Facebook) touchpoints (Breidbach et al , 2014).…”

Analysis on Influencing Factors of Consumer Trust in E-Commerce Marketing of Green Agricultural Products Based on Big Data Analysis

“…e basic principle is that consumers not only care about the purchased goods but also consider the possibility of other goods. Consumers will regret and rejoice at other results when purchasing goods, and try to avoid the probability of regret [25,26]. Consumers' decision-making behavior is affected not only by their own behavior but also by other factors, that is, imitating neighbors' decision-making behavior.…”