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Public Images of Dairy Farms among Urban Dwellers in Bogotá, Colombia

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  • Wellbrocka, Wiebke
  • Burkart, Stefan
  • Valencia, Karen Encisco
  • KnierimAndrea

Abstract

This study explores the public images of dairy farms among urban dwellers in Bogotá, Colombia. For the study, designed as an explorative case study, 30 participants were interviewed using a triangulated research method including a word association task, a drawing exercise, and a semi-structured interview. Public images reflected traditional dairy farms and were constructed through personal experiences with peasants and traditional manors. Product choice was based on health and hygiene, associated with modern dairy farms. Yet, modernization was argued to threaten animal welfare, the environment, and peasant livelihoods. To ensure socio-cultural sustainability, traditional production systems need to be better integrated into the modernization process.

Suggested Citation

  • Wellbrocka, Wiebke & Burkart, Stefan & Valencia, Karen Encisco & KnierimAndrea, 2019. "Public Images of Dairy Farms among Urban Dwellers in Bogotá, Colombia," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 10(05), December.
    • Handle: RePEc:ags:ijofsd:345347
    DOI: 10.22004/ag.econ.345347
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    References listed on IDEAS

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    3. Petty, Richard E & Cacioppo, John T & Schumann, David, 1983. "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(2), pages 135-146, September.
    4. Terlau, Wiltrud & Hirsch, Darya, 2015. "Sustainable Consumption and the Attitude-Behaviour-Gap Phenomenon - Causes and Measurements towards a Sustainable Development," 2015 International European Forum (144th EAAE Seminar), February 9-13, 2015, Innsbruck-Igls, Austria 206233, International European Forum on System Dynamics and Innovation in Food Networks.
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