In the article, we question the idea that “more consumer knowledge” will necessarily lead to altered, and more ethical food practices. Mothers are put in a difficult position in relation to children’s’ meat consumption: they feel pressure to teach kids where food comes from, but they also want to protect children from some of the harsh truths of animal slaughter.
The intention to buy organic food tends to be associated with parents who have children under the age of five. Health and taste concerns are top of mind in informing their purchases.
The intention to buy local food tends to be associated with educated, white women consumers. For these shoppers, collectivist concerns like the environment and supporting the local economy are a key motivator.
We argue that the predominant ‘individualist’ vs. ‘collectivist’ framing in the scholarly literature should be reformulated to accommodate an intermediate motivation.
Organic food consumption is often motivated by a desire to consume for others (e.g. children) in ways that aren’t straightforwardly individualist or collectivist, but that instead exemplify a caring motivation that falls somewhere between the two.