Skip to main content

Advertisement

SpringerLink
Log in

The Finnish organic food chain—an activity theory approach

  • Published:
Organic Agriculture Aims and scope Submit manuscript

Abstract

This article aims to establish the reasons why the Finnish organic food chain has not developed sufficiently to reach the goals set by the authorities for production volume and consumption. One reason is that organic products do not meet the quality requirements of consumers, and another that consumers have been left out of food chain planning and decision-making for food selection. Co-operation among stakeholders is weak, and activity is based on power that is, for example, widening the price margin. Government interaction through taxation, legislation, and subsidies does not benefit the organic food system. The criteria for evaluating stakeholder activities—food production processes and products (food)—are only quantitative and financial rather than being qualitative and built on accommodating consumer values. The earlier mentioned variables were entered into Yrjö Engeströms’ Activity Theory model to study their interactions. According to extensive research into consumer opinions on organic production and food, customers value safety, ecology, health, ethicality, and taste. By using the Economy of Common Good Theory’s principles and adding those factors to the evaluation criteria for the process and the food, food suppliers would enlist consumers as co-creators and co-innovators and enable stakeholders in organic food production to face the challenges better and meet the goals set for the organic food chain. It is also necessary to have better government interaction so that it can achieve its own goals. The Activity Theory Model will also help the conventional food chain to improve in quality.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Fig. 1
Fig. 2

Similar content being viewed by others

References

  • Aakkula J, Forsman-Hugg S, Jakosuo K, Kottila M, Rönni P, Sarkkinen E (2006) Views of consumers and other food chain actors on organic food and its production. Joint Organic Congress, Odense, Denmark, 30-31.5.2006

  • Aertsens J (2011) Organic food as an emerging market: personal determinants of consumption, supply governance and retail strategies. Ghent University

  • Argandoña A (1998) The stakeholder theory and the common good. J Bus Ethics 17(9–10):1093–1102

    Article  Google Scholar 

  • Aschemann J, Hamm U, Naspetti S, Zanoli R (2007) The organic market. In: Lockeretz W (ed) Organic farming: an international history. CAB International, Massachusetts, p 123

    Chapter  Google Scholar 

  • Asioli D, Pignatti E, Canavari M (2012) Sensory attributes and marketing: an exploration of Italian organic producers’ perspective. Bodenkultur 63(2–3):7–16

    Google Scholar 

  • Asioli D, Canavari M, Pignatti E, Obermowe T, Sidali KL, Vogt C, Spiller A (2014) Sensory experiences and expectations of Italian and German organic consumers. J Int Food Agribus Mark 26(1):13–27

    Article  Google Scholar 

  • Avis J (2009) Transformation or transformism: Engestrom’s version of activity theory? Educ Rev 61(2):151–165

    Article  Google Scholar 

  • Botonaki A, Polymeros K, Tsakiridou E, Mattas K (2006) The role of food quality certification on consumers’ food choices. Br Food J 108:77

    Article  Google Scholar 

  • Bouver M, Jonk M, Berman T, Bersani R, Lusser H, Nappa V, Nissinen A, Parikka K, Szuppinger P, Viganò C (2006) Green public procurement in Europe 2006, conclusions and recommendation. Virage Milieu & Management, Haarlem

    Google Scholar 

  • Briz T, Ward RW (2009) Consumer awareness of organic products in Spain: an application of multinominal logit models. Food Policy 34(3):295–304

    Article  Google Scholar 

  • Brown E, Dury S, Holdsworth M (2009) Motivations of consumers that use local, organic fruit and vegetable box schemes in Central England and Southern France. Appetite 53(2):183–188

    Article  PubMed  Google Scholar 

  • Burnard P, Younker BA (2008) Investigating children’s musical interactions within the activities systems of group composing and arranging: an application of Engeström’s Activity Theory. Int J Educ Res 47(1):60–74

    Article  Google Scholar 

  • Chakrabarti S (2010) Factors influencing organic food purchase in India—expert survey insights. Br Food J 112(8):902–915

    Article  Google Scholar 

  • Chavan M (2009) The balanced scorecard: a new challenge. J Manag Dev 28(5):393

    Article  Google Scholar 

  • Commission of European Communities 2008, Public procurement for a better environment; Commission staff working document, communication to the European Parliament, the Council, the European Economic and Social Committee and the Committee of the Regions, Brussels

  • Daly H, Cobb J (1989) For the common good—redirecting the economy toward community, the environment and a sustainable future. Beacon Press, Boston

    Google Scholar 

  • Davis S, Albright T (2004) An investigation of the effect of Balanced Scorecard implementation on financial performance. Manag Account Res 15(2):135–153

    Article  Google Scholar 

  • De Lorenzo A, Noce A, Bigioni M, Calabrese V, Rocca DGD, Di Daniele N, Tozzo C, Di Renzo L (2010) The effects of Italian Mediterranean organic diet (IMOD) on health status. Curr Pharm Des 16(7):814–824

    Article  PubMed  Google Scholar 

  • Dean M, Raats M, Shepherd R (2008) Moral concerns and consumer choice of fresh and processed organic foods. J Appl Soc Psychol 38(8):2088–2107

    Article  Google Scholar 

  • Digal LN (2011) Market power in the Philippine retail and processed food industry. J Int Food Agribus Mark 23:289

    Article  Google Scholar 

  • Domina DA, Taylor CR (2010) The debilitating effects of concentration markets affecting agriculture. Drake J Agric Law 15(1):61–108

    Google Scholar 

  • ECG (2014) Economy for the common good—an economic model for the future [Homepage of Association for the promotion of the economy for the common good], [Online]. Available: https://www.ecogood.org/en [2014, 22/26]

  • Ekelund L, Fernqvist F, Tjärnemo H (2007) Consumer preferences for domestic and organically labelled vegetables in Sweden. Acta Agric Scand 4(4):229–236

    Google Scholar 

  • Engeström Y (1987) Learning by expanding. Orienta-Konsultit Oy, Helsinki

    Google Scholar 

  • Engeström Y (1995) Objects, contradictions and collaboration in medical cognition: an activity-theoretical perspective. Artif Intell Med 7(5):395–412

    Article  PubMed  Google Scholar 

  • Engeström Y (2008) Enriching activity theory without shortcuts. Interact Comput 20(2):256–259

    Article  Google Scholar 

  • European Commission (2004) European Action Plan for organic food and farming COM(2004) 415 final. European Commission, Brussels

    Google Scholar 

  • Evira (2014) Luomutilat ja tuotantoala 2014. Evira, Helsinki

    Google Scholar 

  • FAO (2002) World agriculture: towards 2015/2030 [Homepage of FAO], [Online]. Available: http://www.fao.org/docrep/004/y3557e/y3557e00.htm [2012, 07/01]

  • Gil JM, Soler F (2006) Knowledge and willingness to pay for organic food in Spain: evidence from experimental auctions. Acta Agric Scand 3(3):109–124

    Google Scholar 

  • Gilsenan C, Burke R, Barry-Ryan C (2012) Do organic cherry vine tomatoes taste better than conventional cherry vine tomatoes? A sensory and instrumental comparative study from Ireland. J Cul Sci Technol 10(2):154

    Article  Google Scholar 

  • Gottschalk I, Leistner T (2013) Consumer reactions to the availability of organic food in discount supermarkets. Int J Consum Stud 37(2):136–142

    Article  Google Scholar 

  • Grönroos C (2012) 05/29-last update, Adopting a service perspective on innovation. Available: https://wiki.aalto.fi/download/attachments/68001084/Gr%C3%B6nroos_Service_Innovation.pdf; [2012, 07/27]

  • Grunert KG, Hieke S, Wills J (2014) Sustainability labels on food products: consumer motivation, understanding and use. Food Policy 44:177–189

    Article  Google Scholar 

  • Gylden R (2012) 05/29-last update, Co-creation and rapid prototyping in service product development. Available: https://wiki.aalto.fi/download/attachments/68001084/Gylden_ABB_Co-creation+with+Customer+and+Rapid+Prototyping+in.pdf; [2012, 07/29]

  • Haukkamaa J, Yliräisänen-Seppänen E, Timonen E (2010) Characteristics of value co-creation in a learning environment by service design and service-dominant logic frameworks. Available: http://www.servdes.org/pdf/haukkamaa-yliraisanenseppanen-timonen.pdf; [2012, 09/23]

  • IFOAM (2009) Mission and goals. Available: http://www.ifoam.org/about_ifoam/inside_ifoam/mission.html [2012, 6/11]

  • Kalogeras N, Valchovska S, Baourakis G, Kalaitzis P (2009) Dutch consumers’ willingness to pay for organic olive oil. J Int Food Agribus Mark 21(4):286–311

    Article  Google Scholar 

  • Kang H, Gyorke AS (2008) Rethinking distance learning activities: a comparison of transactional distance theory and activity theory. Open Learn 23(3):203–214

    Article  Google Scholar 

  • Kareklas I, Carlson JR, Muehling DD (2014) “I eat organic for my benefit and yours”: egoistic and altruistic considerations for purchasing organic food and their implications for advertising strategists. J Advert 43(1):18–32

    Article  Google Scholar 

  • Kottila M (2009) Knowledge sharing in organic food supply chains, 1st Nordic organic conference: towards increased sustainability in the food supply chain, Göteborg, 18-20.5.2009

  • Kottila M (2010) Understanding the organic chain—the framework of the interaction between actors in organic chains in relation to the ecological modernisation of food production, Helsinki University, Faculty of Agriculture and Forestry

  • Kottila M, Rönni P (2006) Consumption of organic products: challenge for performance of supply chain. Joint Organic Congress 30-31.5.2006

  • Kottila M, Rönni P (2008) Collaboration and trust in two organic food chains. Br Food J 110(4):376

    Google Scholar 

  • Krystallis A, Vassallo M, Chryssohoidis G, Perrea T (2008) Societal and individualistic drivers as predictors of organic purchasing revealed through a portrait value questionnaire (PVQ)-based inventory. J Consum Behav 7(2):164–187

    Article  Google Scholar 

  • Krystallis A, Grunert KG, de Barcellos MD, Perrea T, Verbeke W (2012) Consumer attitudes towards sustainability aspects of food production: insights from three continents. J Mark Manag 28(3–4):334–372

    Article  Google Scholar 

  • Kuosmanen T, Niemi J (2009) What explains the widening gap between the retail and producer prices of food? Agric Food Sci 18:317–331

    Google Scholar 

  • Larkin K (2011) You use! I use! We use! Questioning the orthodoxy of one-to-one computing in primary schools. J Res Technol Educ 44(2):101–120

    Article  Google Scholar 

  • Lee H, Goudeau C (2014) Consumers’ beliefs, attitudes, and loyalty in purchasing organic foods: the standard learning hierarchy approach. Br Food J 116(6):918–930

    Article  Google Scholar 

  • Lim CP, Hang D (2003) An activity theory approach to research of ICT integration in Singapore schools. Comput Educ 41(1):49–63

    Article  Google Scholar 

  • Luomustrategiaryhmä (2006) Luomumarkkinoiden kehittämisen strategiset tavoitteet 2007-2015 [Homepage of Luomustrategiaryhmä], [Online]. Available: http://www.mmm.fi/attachments/maatalous/maataloustuotanto/luomutuotanto/5q9gIsOWM/Luomumarkkinoiden_strategiset_tavoitteet_07_15.pdf [2011, 08/27]

  • Meredith S, Willer H (eds) (2014) Organic in Europe—prospects and developments. IFOAM EU Group, Brussels

    Google Scholar 

  • Midmore P, Naspetti S, Sherwood AM, Vairo D, Wier M, Zanoli R (2005) Consumer attitudes to quality and safety of organic and low input foods: a review, University of Wales

  • Millock K, Nauges C, Sterner T (2004) Environmental taxes: a comparison of French and Swedish experience from taxes on industrial air pollution. CESifo DICE

  • Ministry of Agriculture and Forestry (2014) More organic! Government development programme for the organic product sector and objectives to 2020. Ministry of Agriculture and Forestry, Helsinki

    Google Scholar 

  • MMM (2001) Maa- ja metsätalousministeriön luonnonvarastrategia [Homepage of Maa- ja metsätalousministeriö], [Online]. Available: http://www.mmm.fi/attachments/ymparisto/luonnonvara/5nRXCTq5r/MMM_luonnonvarastrategia.pdf. [2011, 10/22]

  • Ness M, Brennan M, Oughton E, Ritson C, Ruto E (2010) Modelling consumer behavioural intentions towards food with implications for marketing quality low-input and organic food. Food Qual Prefer 21(1):100–111

    Article  Google Scholar 

  • O'Connor J (2002) Making a case for the common good in a global economy: the United Nations Human Development Reports [1990-2001]. J Relig Ethics 30(1):157–173

    Article  Google Scholar 

  • Oughton E (2009) Consumer expectations and attitudes [Homepage of QualityLowInputFood, Subproject 1.], [Online]. Available: http://orgprints.org/view/projects/eu_qlif.html. [2011, 06/12]

  • Padilla Bravo C, Cordts A, Schulze B, Spiller A (2013) Assessing determinants of organic food consumption using data from the German National Nutrition Survey. Food Qual Prefer 28:60–70

    Article  Google Scholar 

  • Pearce D, Koundouri P (2003) Fertilizer and pesticide taxes for controlling non-point agricultural pollution. Agriculture and Rural Development

  • Richards TJ, Pofahl G (2010) Pricing power by supermarket retailers: a ghost in the machine? Choices 25(2):1–12

    Google Scholar 

  • Roine J (2005) Toiminnan teoria, Tampereen yliopisto

  • Ruokastrategiaryhmä (2010) Huomisen ruoka—Kansallisen ruokastrategian taustaraportti [Homepage of Maa- ja metsätalousministeriö], [Online]. Available: http://www.mmm.fi/attachments/mmm/tiedotteet/5qZTFTgQg/Huomisen_ruoka_-_kansallisen_ruokastrategian_taustaraportti.pdf. [2011, 10/10]

  • Salonen AO, Fredriksson L, Järvinen S, Korteniemi P, Danielsson J (2014) Sustainable consumption in Finland—the phenomenon, consumer profiles, and future scenarios. Sustain Int J Mark Stud 6(4):59–82

    Google Scholar 

  • Schou JC, Streibig JC (1999) Pesticide taxes in scandinavia. Pestic Outlook 10(6):227

    Google Scholar 

  • Seaman J (2008) Adopting a grounded theory approach to cultural-historical research: conflicting methodologies or complementary methods? Int J Qual Methods 7(1):1–17

    Google Scholar 

  • Seppänen L (2004) Learning challenges in organic vegetable farming—an activity theoretical study of on-farm practices. University of Helsinki

  • Sirieix L, Alessandrin A, Persillet V (2006) Motivations and values: a means-end chain study of French consumers. In: Holt G, Reed M (eds) Sociological perspectives of organic agriculture: from pioneer to policy, 15th edn. Athaneum Press, Gateshead, p 70

    Chapter  Google Scholar 

  • Van Loo EJ, Diem MNH, Pieniak Z, Verbeke W (2013) Consumer attitudes, knowledge, and consumption of organic yogurt. J Dairy Sci 96(4):2118–2129

    Article  PubMed  Google Scholar 

  • Virkkunen J (2006) Dilemmas in building shared transformative agency. Activités 3(1):15.6.2012-43-66. Online

  • Virkkunen J, Ahonen H (2011) Supporting expansive learning through theoretical-genetic reflection in the Change Laboratory. J Org Chang 24(2):229

    Article  Google Scholar 

  • VN 948/2011 (2011) Kilpailulaki, Helsinki

  • Wiedmann K, Hennigs N, Behrens SH, Klarmann C (2014) Tasting green: an experimental design for investigating consumer perception of organic wine. Br Food J 116(2):197–211

    Article  Google Scholar 

  • Wier M, Millock K, Rosenkvist L (2005) New tendencies in the organic food market. International Conference on Organic Agriculture, Adelaide, 9.2005

  • Yamagata-Lynch LC, Smaldino S (2007) Using activity theory to evaluate and improve K-12 school and university partnerships. Eval Program Plann 30:364

    Article  PubMed  Google Scholar 

  • YM (2005) Vähemmästä enemmän ja paremmin - kestävän kulutuksen ja tuotannon toimikunnan (KULTU) ehdotus kansalliseksi ohjelmaksi [Homepage of Ympäristöministeriö], [Online]. Available: http://www.ym.fi/fi-FI/Ajankohtaista/Julkaisut/Erillisjulkaisut/Vahemmasta_enemman_ja_paremmin_Kestavan_(4706)

  • Zagata L (2012) Consumers’ beliefs and behavioural intentions towards organic food. Evidence from the Czech Republic. Appetite 59(1):81–89

    Article  PubMed  Google Scholar 

  • Zander K, Hamm U (2010) Consumer preferences for additional ethical attributes of organic food. Food Qual Prefer 21(5):495–503

    Article  Google Scholar 

  • Zanoli R, Francois M, Midmore P, O’DohertyJensen K, Ritson C (2007) Determining consumer expectations, attitudes and buying behaviour towards ‘low input’ and organic foods

  • Zwick D, Bonsu SK, Darmody A (2008) Putting consumers to work: ‘co-creation’ and new marketing govern-mentality. J Consum Cult 8:163

    Article  Google Scholar 

Download references

Acknowledgments

We thank our employers Natural Recources Institute Finland and Finnish Organic Research Institute as well as the Ministry of Agriculture and Forests in Finland for financing this research.

Author information

Authors and Affiliations

  1. Natural Resources Institute Finland, 31600, Jokioinen, Finland

    Jaakko Nuutila & Sirpa Kurppa

  2. Finnish Organic Research Institute, 31600, Jokioinen, Finland

    Jaakko Nuutila & Sirpa Kurppa

Authors
  1. Jaakko Nuutila
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Sirpa Kurppa
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Jaakko Nuutila.

Rights and permissions

Reprints and permissions

About this article

Check for updates. Verify currency and authenticity via CrossMark

Cite this article

Nuutila, J., Kurppa, S. The Finnish organic food chain—an activity theory approach. Org. Agr. 6, 49–56 (2016). https://doi.org/10.1007/s13165-015-0114-6

Download citation

  • Received:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s13165-015-0114-6

Keywords

Search

Navigation