Peterson Hikaru Hanawa, Feenstra Gail, Ostrom Marcia, Tanaka Keiko, Brekken Christy Anderson, Engelskirchen Gwenael
Department of Applied Economics, University of Minnesota, 1994 Buford Av., St. Paul, MN 55108 USA.
Sustainable Agriculture Research and Education Program/Agriculture and Natural Resources, University of California, 2801 Second St., Office #262B, Davis, CA 95618 USA.
Agric Human Values. 2022;39(1):385-403. doi: 10.1007/s10460-021-10255-5. Epub 2021 Aug 23.
In the last few decades, the emergence of mid-scale, intermediated marketing channels that fall between commodity and direct markets has attracted growing interest from scholars for their potential to preserve small and mid-sized farms while scaling up alternative agrifood sourcing. When such mid-scale supply chains are formed among multiple business partners with shared ethics or values related to the qualities of the food and the business relationships along the supply chain, they may be termed "values-based supply chains (VBSCs)." Most of the research on VBSCs to date has relied primarily on a case study approach that investigates the performance of VBSCs from the perspective of VBSC founders or leaders. In contrast, this research seeks out the perspectives of farmers who participate in VBSCs. A nationwide farmer survey conducted in 2017 offers original insights on farmer motivations for participating in VBSCs and how they are being used by farmers relative to other marketing channels. We find that VBSCs serve farms of all sizes. Overall, smaller farms were more likely to market a higher percentage of overall sales through their VBSC and more likely to rank their VBSC as one of the top three marketing channels in their portfolio. But it was the larger farms that were more likely to perceive VBSC-specific benefits. Our findings confirm that while there is a limited volume of product that such regional supply chains can currently handle, farmers view VBSCs as a valuable marketing option that aligns with their own values and preserves their product's identity.
The online version contains supplementary material available at 10.1007/s10460-021-10255-5.
在过去几十年中，介于大宗商品市场和直销市场之间的中等规模的中介营销渠道的出现，因其在扩大替代农业食品采购规模的同时保护中小型农场的潜力，吸引了学者们越来越多的关注。当这种中等规模的供应链在多个商业伙伴之间形成，且这些伙伴在食品质量和供应链中的商业关系方面具有共同的道德或价值观时，它们可能被称为“基于价值观的供应链（VBSC）”。迄今为止，大多数关于VBSC的研究主要依赖于案例研究方法，从VBSC创始人或领导者的角度调查VBSC的绩效。相比之下，本研究探寻了参与VBSC的农民的观点。2017年进行的一项全国性农民调查，就农民参与VBSC的动机以及他们相对于其他营销渠道如何利用VBSC提供了独到见解。我们发现VBSC服务于各种规模的农场。总体而言，规模较小的农场更有可能通过其VBSC销售更高比例的总销售额，并且更有可能将其VBSC列为其营销渠道组合中的前三大渠道之一。但规模较大的农场更有可能认识到VBSC特有的好处。我们的研究结果证实，虽然这种区域供应链目前能够处理的产品数量有限，但农民将VBSC视为一种符合他们自身价值观并能保持其产品特性的有价值的营销选择。
在线版本包含可在10.1007/s10460-021-10255-5获取的补充材料。
