Ren idyll? : forbrukets betydning for bygdeutvikling med utgangspunkt i lokal mat og hytteliv

Pure idyll? The importance of consumption for rural development exemplified with local food and cabin life. Rural areas are presently facing new challenges and opportunities for development. These changes are significantly due to a transition from primary industries such as agriculture, forestry and fishing towards activities influenced by consumption and recreation. In many ways, rural areas changes from spaces of production to spaces of consumption. Based on two consumption activities, local food and cabin life, the thesis discusses the importance of consumption on rural development. The aim has been to gain a broader understanding of how these consumption activities contribute to shape the new rurality. The main research question has been: What does it mean that the rural develops as a space of consumption and what are the opportunities and challenges seen in this development? In recent years there has been an increased interest in local food in Norway as in the rest of the Western world. Both the number of farmers producing local food as well as the sales volumes of these products has grown. Local food is sold in new places locally both in rural and urban areas through direct sales channels such as farm shops and farmers' markets. Cabin life or second home living has a long tradition and is one of the most common forms of holiday in Norway. It is considered that about fifty percent of Norwegian families owns or has access to a cabin. In recent times we have seen an increased development of second homes, with emphasis on high standards and comfort. Local food and cabin life thus represents activities that are increasing in popularity and scope, and research on these activities can thus provide important insight into how the new rurality develops. The empirical part of the thesis is focused on Norway and Norwegian conditions. The thesis consists of four articles that examine the following four themes: how local food is socially framed by agricultural policies, how local producers market their food, how consumer perceive and use local food as well as how families experience the Norwegian way of cabin life. The thesis consists of interviews with consumers about their consumption habits both at home and when staying at the cabin, and their motives for seeking out local markets and farm shops. The empirical part also consists of observations of the trade as well as interviews with producers and vendors in farm shops and Farmers' markets. The Thesis draws on theoretical perspectives from geography and rural sociology, but also consumption research that is inspired by subjects like sociology, anthropology and ethnology. There are two major reasons for the application of perspectives from different traditions. First, consumption has traditionally been less focused within human geography and rural research, and secondly, the new rurality is characterized by a heterogeneous development that requires a more multidisciplinary approach. The findings are discussed in light of a social constructivist perspective on rural development in addition to a modernity perspective on consumption as well as anthropological and ethnological perspectives where the relational and moral aspects of consumption are underlined. The thesis concludes that local food and cabin life in many areas contribute positively to rural development. Both local food and cabin life connects the rural and urban together in new ways. This leads to new activities in rural Norway and in many places these activities are helping to strengthen local identity. On the other hand, both rural tourism and traditional agricultural production face significant challenges in relation to a future sustainable development. The thesis shows that these rural activities, not least through public policy and local development initiatives, are framed within a social representation of the rural idyll. These strategies may seem too narrow in relation to a broader discussion on sustainable rural development. Local food consumption and cabin life must be understood as heterogeneous consumption activities where consumers are not only seeking the rural idyll, but where relational and social aspects as well as ethical and moral issues are of importance. Consumption must not be viewed primarily as an individual activity, but is about giving meaning to the immediate and fundamental relationships within the family domain. One danger is that a commercialized rural development with a narrow perspective may reduce local food and cabin life to niche markets for an exclusive segment of consumers. Another danger is that the rural idyll consolidates as a dominant representation that overshadows alternative representations of the rural. Future sustainable rural policies should include a broader value perspective where social, ethical and environmental aspects are given a central place. Further research on these topics should also include a variety of consumer groups and different ways local food and cabin life can be marketed, consumed and experienced

Organic food and youth at a Norwegian music festival

We explore how organic food at a festival effect perceptions among youth, and how experiences from the festival context may be transmitted to everyday context. As part of an ongoing European project “innovative Public Organic food Procurement for Youth“ (http://ipopy.coreportal.org/) we have observed at the Øya music festival, interviewed organizers and conducted two focus groups with young people recruited at the festival in August 2008. Being at the festival was a positive experience and thus organic food became associated with something positive. The participants had the opportunity to taste a variety of organic foods and were exposed to information although not all had read it. The participants tended to view organic food as being different from conventional food, and there seemed to be an expectation that it would be better for themselves, animals or environment, or taste better. Price and availability were described as constraining factors. The participants felt that pizza had been the best deal, cheapest and most filling. Festival food was mainly linked to necessity and “fuelling the bodyâ€. This notion was also emphasized by mainly offering “finger food†and people eating standing up. There were mixed views on the transmission of organic food from the festival to everyday context. Organic food at festivals was described as a step in the right direction because young people go to festivals and pick up things that they may take with them. However, festivals were also described as separate worlds with limited influence on what people do at home

BookMark Vol.113 2018ネン6ガツゴウ

巻頭言 現代政策学部 准教授 ベルタラニチュ・ボシティア

Forbrukernes rolle i lanseringen av økologisk melk

Dette er en case-studie av lanseringen av økologisk melk på det norske markedet. Studien er en del av prosjektet ”Forbrukerens rolle i miljøpolitiske suksesser”. En overordnet problemstilling for prosjektet er hvilken rolle forbrukeren har spilt i ulike miljøpolitiske tiltak. Kunnskap om forbrukernes rolle er viktig i en tid da forbrukeren i stadig større grad blir trukket inn som en sentral målgruppe for miljøpolitikken. Målet for prosjektet er å kartlegge betingelser for forbrukermedvirkning og forbrukerinnflytelse i miljøpolitikken. Vi er primært opptatt av forbrukerrollen, men kartlegger også andre sentrale aktører med innflytelse over prosessen og deres rolle i forhold til forbrukerinteressene

Fra Helios til Prix

Nummer: 15-200

Bærekraft: Vanskelige valg i hverdagen

I dette notatet har vi samlet resultater fra pågående prosjekter knyttet til temaene miljøholdninger, reparasjon, betalingsvillighet, spisevaner og julegaver. Flere av resultatene er hentet fra den årlige SIFO-surveyen som gir oss store mengder data om ulike sider ved forbruket inkludert forbrukernes holdninger, kunnskap og praksiser. SIFO- surveyen gir en unik mulighet til å følge utviklingen over tid

Local Food Initiatives and Fashion Change: Comparing Food and Clothes to Better Understand Fashion Localism

As a movement, local food is well developed and its principles and practices widely appreciated. By contrast, the concepts and activity of fashion localism are far less understood. This essay looks to transfer local food experiences to the fashion context by reviewing a number of food-related initiatives and deliberating about ways in which the insights they contain may lead to smaller-scale and more diverse fashion practices. The article starts with a comparison of some of the similarities and differences between food and fashion and concludes with speculations about knowledge transfer about localism for both eating and dressing