Industrial farming that features monoculture and intensive use of resources is an unsustainable practice supported by many large chain grocery stores. Consumers’ shopping decisions and options could indirectly change this unsustainable way of food production. This study investigates the shopping habits of members in the Oxford community and how they relate to sustainability. We asked: “Does the awareness of environmental impacts of industrial farming affect consumers’ shopping decisions in Oxford, OH?” Our research team hypothesized that– the more people are informed on the environmental impacts of industrialized farming, the more likely they are to change their shopping habits from corporate grocery stores to local groceries, such as farmer’s markets and Moon Co-op. We conducted in-depth interviews with Oxford residents, Miami students and Miami faculty. We found socio-economic status was the primary influence of shopping habits. Even though interviewees knew about the negative impacts of industrialized farming practices on the environment, price is the primary concern that prevents them from shopping locally. Furthermore, there was a general lack of knowledge about sustainable food options in the community. Many interviewees were not aware of other sustainable options in town. This research shows the needs to (1) promote and increase the awareness of sustainable food options in the community and (2) work to find ways to eliminate barriers, such as food affordability and accessibility, which prevent consumers from choosing sustainable food options. Understanding the decision-making process behind consumers’ shopping habits helps our team find more effective solutions to overcome the obstacles in supporting sustainable farming.
Authors: Cayden Enix, Logan Iams, Mac McLaughlin
Faculty Advisor: Wen-Ching Chuang, Women’s Studies Program
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