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Community-Oriented Motivations and Knowledge Sharing as Drivers of Success Within Food Assemblies

In: Exploring Digital Ecosystems

Author

Listed:
  • Paola De Bernardi

    (University of Turin)

  • Alberto Bertello

    (University of Turin)

  • Francesco Venuti

    (ESCP EUROPE Turin Campus)

Abstract

Despite the increased level of awareness and concern towards social and environmental issues, many consumers have not yet modified their consumption and lifestyle behaviour. In response to this trend, previous works have shown that social and collective actions among customers, enabled by certain food system networks, have the potential to transform passive consumers into active citizens. The aim of this paper is to analyse if community-oriented motivations and knowledge sharing within a network have a positive effect on customers’ consumption in terms of purchase frequency and quantity. To do so we collected data from Italian Food Assemblies, a particular kind of alternative food network based on a digital platform enabling the direct trade between communities and local farmers and producers. The simultaneous coexistence of online and on-site elements characterizing Food Assemblies allowed us to individuate possible differences between knowledge sharing through online and onsite interactions. We developed a quantitative analysis based on a regression model, collecting data from a questionnaire submitted to 8497 Italian food assembly customers, finally receiving 2115 valid answers. The results show that community-oriented motivations and on-site knowledge sharing appear to be statistically significant for purchase frequency, while online knowledge sharing affects both frequency and quantity.

Suggested Citation

  • Paola De Bernardi & Alberto Bertello & Francesco Venuti, 2020. "Community-Oriented Motivations and Knowledge Sharing as Drivers of Success Within Food Assemblies," Lecture Notes in Information Systems and Organization, in: Alessandra Lazazzara & Francesca Ricciardi & Stefano Za (ed.), Exploring Digital Ecosystems, pages 443-457, Springer.
    • Handle: RePEc:spr:lnichp:978-3-030-23665-6_32
    DOI: 10.1007/978-3-030-23665-6_32
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    Cited by:

    1. Lia Tirabeni & Paola De Bernardi & Canio Forliano & Mattia Franco, 2019. "How Can Organisations and Business Models Lead to a More Sustainable Society? A Framework from a Systematic Review of the Industry 4.0," Sustainability, MDPI, vol. 11(22), pages 1-23, November.
    2. Ildikó Kovács & Marietta Balázsné Lendvai & Judit Beke, 2022. "The Importance of Food Attributes and Motivational Factors for Purchasing Local Food Products: Segmentation of Young Local Food Consumers in Hungary," Sustainability, MDPI, vol. 14(6), pages 1-14, March.

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