Why Buy Sustainably Raised Animal Products? A Study of Consumer Motivations and Producer Marketing

Abstract

Throughout the twentieth century, conventional agriculture has depleted natural resources, left once flourishing rural communities in disarray, and filled our grocery store shelves with unnatural, "cheap"products. However, a recent turn toward sustainable agriculture among some producers has created niche products that are gaining some popularity in the market. This thesis analyzes why some consumers choose to purchase sustainable agriculture products, exploring the demographic, ethical, and economic factors involved in their choices. Customers of Burgundy Pasture Beef and Truth Hill Farm were interviewed on site at the Burgundy Local storefront in Fort Worth and the Collin County Farmers Market. By analyzing why these individuals chose to purchase sustainably raised animal products, I hope to help sustainable producers more effectively market their products to new customers. Consistent with previous research on this topic, I found that the people who choose to purchase these sustainably raised livestock products are mainly white and upper-middle class. They said they selected these particular products and producers based mainly on health concerns and ethical concerns related to environmental preservation and animal welfare. Based on the information gathered from participants at both locations it is apparent that the consumers of these products represent a very small portion of the American population. Producers could broaden their outreach and impact on the market by reaching out to lower income consumers that are often in the most need of better nutrition. Marketing sustainably raised animal products through alternative health and exercise providers such as naturopaths and yoga instructors may also be a way for these producers to reach new customers.