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Purpose – The purpose of this paper is to discuss and evaluate the role of hybrid forums as tools to address specific controversies related to sustainable practices in localized agro-food systems (LAFS). Design/methodology/approach – In contrast with other conventional public engagement methods, such as citizen juries, consensus conferences, focus groups or deliberative processes, hybrid forums entail a more dynamic and democratic mechanism to reflect and act together, with the aim of constructing a common project around a defined challenge (Callon et al., 2001, 2009). They can offer an enriching and challenging methodological approach in the context of LAFS, especially in the discussion of controversial issues around food chain sustainability. The authors present here a new generation of hybrid forums: HF 2.0. Findings – HF 2.0. represent both a methodological tool and a real experience of dialogic democracy, two interactive aspects which are closely interlinked and rest upon each other. The authors argue that the attractiveness of HF 2.0. is notable in at least two ways: first, they provide a solid democratic and reflective mechanism to stimulate effective dialogue and knowledge-exchange among different stakeholders; second, they contribute as an important methodological evidence-based tool, which can be used as a launching pad for shaping local action groups and community partnerships' strategies aimed at fostering local development. Originality/value – This paper attempts to provide a methodological discussion over the experimental use of HF 2.0. in the context of LAFS and assesses their effectiveness in the co-construction of knowledge. The authors explore their pragmatic validity in addressing controversies over local and sustainable seafood via empirical applications in Norway and the UK. ; EC/H2020 grant agreement No 678024 EC/H2020 GRANT AGREEMENT NO 678024 ; publishedVersion

AbstractFisheries and coastal economies across Europe have witnessed substantial structural changes that have brought about challenges for territorial cohesion and social renewal within the fishing sector. Notably, there has been a disconnect between the industry and local communities, with fisheries largely producing commodities for wide‐ranging and often distant markets. In response, short food supply chains (SFSCs) are often an important element of the local development strategies of Fisheries Local Action Groups (FLAGs), being regarded as a possible mechanism for increasing added value and (re‐)localising the sector to aid territorial development. This article examines the conditions that lead to SFSCs having a higher market share in a FLAG area. Drawing on social capital theory, we employ a novel fuzzy‐set qualitative comparative analysis approach using survey data from FLAG managers from across Europe, in what is a first empirical attempt to apply the method in the context of community‐led local development. The analysis pays particular attention to the three dimensions of social capital—structural, normative‐cognitive and network governance—and finds that while different combinations of social capital can lead to a stronger presence of SFSCs, certain types of social capital are more conducive to SFSCs depending on the nature of territorial factors.

Introduction & BackgroundGlobally, consumption of Fruit and Vegetables (F&V) remains below nutritional guidelines. Marketing healthy products can be complex for retailers, and a key challenge is the design of strategies that benefit retailers, e.g., through improved loyalty, and deliver progress on societal goals.
Objectives & ApproachThis study evaluates a point-plus-cash frequency reward program where participants received points by purchasing selected F&V, redeemable against a reward (plush toys in the shape of F&V). We estimate the impact of the program using a difference-in-difference-in-difference model, which compares expenditures in several categories before, during, and after the promotional period, across two different years, and separately for consumers who redeemed a reward and those who did not. Identification includes weighting for the propensity scores, and using an instrumental variable approach.
Relevance to Digital FootprintsThe data refers to grocery expenditure in five categories in the focal retailer for over 268,000 consumers, over 27 weeks for 2 years, as recorded through their loyalty card.
ResultsThe reward program significantly increased expenditures in F&V in the focal retailer during the promotional period. However, results differed depending on reward redemption. For reward-redeemers, the program increased expenditures in F&V as well as in other food categories, an effect that persisted – at a declining rate – after the program stopped. The program had a short-lived effect on non-rewards redeemers, who only increased F&V expenditures during the promotional period.
Conclusions & ImplicationsResults indicate that a loyalty program promoting sales of F&V can create win-win benefits to both society and the retailer: it increases expenditures on healthy foods (F&V), while improving overall loyalty (i.e., expenditures) to the retailer.

AbstractFairness in agri-food supply chains receives increasing consumer, industry, and political attention but is currently under-conceptualized and lacks appropriate frameworks for measurement. Therefore, building on a theoretically grounded conceptualization of consumer dispositions toward fairness in agri-food supply chains, we developed and validated a 14-item fairness measurement scale (FAIRFOOD). The scale comprises of four dimensions (economic, environmental, social, and informational) which are manifestations of the same construct (higher-order structure). We empirically validate the scale and its reliability using four studies and eight independent samples from Italy (n = 1386) and the UK (n = 1379). The findings reveal that FAIRFOOD is related, yet distinct from theoretically relevant constructs such as ethical consumption and pro-environment behavior. The FAIRFOOD scale is a strong predictor of outcomes such as willingness to purchase Fairtrade certified products, as well as boycott and negative Word of Mouth intentions if a brand treats other supply chain actors unfairly. Regarding business strategy, rather than focusing on one dimension of fairness independently, managers should adopt a holistic approach, devising initiatives that address all four dimensions in tandem.

This cross-country study investigates the relative role of organic labelling in consumers' purchase decisions for apples and the extent to which behavioral constructs, derived from an extension of the Theory of Planned Behavior, influence consumers' choices. We apply an Integrated Choice and Latent Variable Model, combining a discrete choice experiment with structural equation modelling. Empirical validation draws on data from an online survey conducted in three European countries (NGermany = 404; NNorway = 407; NUK = 401). In all countries, price is by far the most important attribute in consumers' purchase decision of apples, followed by country-of-origin and production method. The results show considerable consistency across the investigated countries regarding the importance of behavioral constructs - attitudes, subjective norms, perceived behavioral control, trust, and personal moral norms - in explaining consumers' intentions to buy, and purchase choices for, organic apples, confirming the derived theoretical framework. ; This study received funding from the European Union's Horizon 2020 research and innovation programme as part of the STRENGTH2FOOD project under grant agreement No 678024. ; publishedVersion

Improving the eco-efficiency of food systems is one of the major global challenges faced by the modern world. Short food supply chains (SFSCs) are commonly regarded to be less harmful to the environment, among various reasons, due to their organizational distribution and thus the shortened physical distance between primary producers and final consumers. In this paper, we empirically test this hypothesis, by assessing and comparing the environmental impacts of short and long food supply chains. Based on the Life Cycle Assessment (LCA) approach, we calculate eco-efficiency indicators for nine types of food distribution chains. The analysis is performed on a sample of 428 short and long food supply chains from six European countries. Our results indicate that, on average, long food supply chains may generate less negative environmental impacts than short chains (in terms of fossil fuel energy consumption, pollution, and GHG emissions) per kg of a given product. The values of eco-efficiency indicators display a large variability across analyzed chains, and especially across different types of SFSCs. The analysis shows that the environmental impacts of the food distribution process are not only determined by the geographical distance between producer and consumer, but depend on numerous factors, including the supply chain infrastructure. ; This research received funding from the European Union's Horizon 2020 research and innovation program STRENGTH2FOOD under grant agreement no. 678024 and title: "Strengthening European Food Chain Sustainability by Quality and Procurement Policy". ; publishedVersion

Food Quality Scheme labels are an essential means of communicating food product and process characteristics thereby aiming at reducing information asymmetry on the side of consumers and supporting an informed choice. Such labels, however, can only serve its purpose if they are recognized, understood and trusted by consumers. This implies that the competitiveness and growth of firms supplying food promoted by Food Quality Scheme (FQS) labels will depend on a thorough understanding of consumer demand. Based on such insights possible tools for more effective policy measures or marketing of products with FQS can be identified. Thus, the objective of WP 8.1 is to understand consumers' knowledge and valuation of FQS labels and the determinants of consumer confidence and willingness to pay for such labels. This report consists of two parts. In Part I of this report we first investigate the importance of different product and process attributes across seven countries (France, Germany, Hungary, Italy, Norway, Serbia and UK) and for different products (cheese, fresh meat, processed meat, fresh fish, fresh vegetables, and processed vegetables). Each product was evaluated by at least two countries. In addition, consumers' perceptions and valuation of FQS promoting selected product and process attributes are investigated across the same seven European countries. The analysis is based on online surveys. In each country about 800 consumers took part in the survey.In Part II of the report a more in-depth understanding of the role of selected FQS in consumers' purchase decision is provided. Thereby we consider the extent to which cognitive and affective attitudes, trust, and social norms influence product choice. In addition, we show the effectiveness of a modification of the EU organic label in improving consumers' evaluation of this label. Finally, we provide some insights into the relevance of different marketing channels in consumers' purchase decision in general and investigate how much farmers' markets and farmers' shops ...

Food Quality Scheme labels are an essential means of communicating food product and process characteristics thereby aiming at reducing information asymmetry on the side of consumers and supporting an informed choice. Such labels, however, can only serve its purpose if they are recognized, understood and trusted by consumers. This implies that the competitiveness and growth of firms supplying food promoted by Food Quality Scheme (FQS) labels will depend on a thorough understanding of consumer demand. Based on such insights possible tools for more effective policy measures or marketing of products with FQS can be identified. Thus, the objective of WP 8.1 is to understand consumers' knowledge and valuation of FQS labels and the determinants of consumer confidence and willingness to pay for such labels. This report consists of two parts. In Part I of this report we first investigate the importance of different product and process attributes across seven countries (France, Germany, Hungary, Italy, Norway, Serbia and UK) and for different products (cheese, fresh meat, processed meat, fresh fish, fresh vegetables, and processed vegetables). Each product was evaluated by at least two countries. In addition, consumers' perceptions and valuation of FQS promoting selected product and process attributes are investigated across the same seven European countries. The analysis is based on online surveys. In each country about 800 consumers took part in the survey.In Part II of the report a more in-depth understanding of the role of selected FQS in consumers' purchase decision is provided. Thereby we consider the extent to which cognitive and affective attitudes, trust, and social norms influence product choice. In addition, we show the effectiveness of a modification of the EU organic label in improving consumers' evaluation of this label. Finally, we provide some insights into the relevance of different marketing channels in consumers' purchase decision in general and investigate how much farmers' markets and farmers' shops play a role for specific products. The analysis of this second part of the report is again based on an online survey.

The production and distribution of food are among the hot topics debated in the context of sustainable development. Short food supply chains (SFSCs) are now widely believed to be more sustainable in comparison to mass food delivery systems. To date, very little quantitative evidence exists on the impacts of various types of food supply chains. Using a cross-sectional quantitative approach, this study assesses the sustainability of distribution channels in short and long food supply chains based on 208 food producers across seven countries: France, Hungary, Italy, Norway, Poland, the United Kingdom, and Vietnam. Ten distribution channel types are used in this study. To provide a comprehensive sustainability assessment, a set of economic, social, and environmental indicators are applied. Indicators commonly used in the literature are used, supported by original indicators constructed specifically for the present study. In total, 486 chains are examined and the study confirms that individual producers participate simultaneously in several, short and long chains. Participation in SFSCs is beneficial for producers from an economic perspective. SFSCs allow producers to capture a large proportion of margin otherwise absorbed by different intermediaries. It appears, however, that 'longer' supply channels generate lower environmental impacts per unit of production when measured in terms of food miles and carbon footprint. Finally, ambiguous results are found regarding social dimension, with significant differences across types of chains. ; This research has received funding from the European Union's Horizon 2020 research and innovation program STRENGTH2FOOD under grant agreement no. 678024, and title: "Strengthening European Food Chain Sustainability by Quality and Procurement Policy". ; publishedVersion