The role of consumers in alternative food networks for organic products: organized groups of demand and supply as best partice.

The current process of reorganisation of agro‐food systems is characterized by the emergence of different patterns of production and exchange: the so‐called Alternative Food Networks‐AFNs based on the construction of a direct relationship between farmers and consumers, are developing at the level of individual territories in addition to global supply chains organised by modern distribution channels. These networks represent models for sustainable local development in economic, social and environmental terms, both for producers and consumers. The present paper is focused on a particular initiative of AFNs, the Organised Group of Supply and Demand (OGSD), a network for exchange of products and information promoted by Italian Association for Organic Agriculture (IAOF), to encourage a model of sustainable production and purchasing, based on cultural and ethical choices, shared by both suppliers and consumer‐members. The OGSD of Umbria (Italy) was elected as a case study with the aim to analyse its organization, focusing the attention on consumer‐members’ characteristics. Several profiles of consumers were found by the application of a Cluster Analysis based on the data gathered by administrating a questionnaire on socio‐ demographic characteristics of consumers and their families, purchasing habits of organic products, supplied by OGSD and the relationships with the Group. Results show that OGSD can be considered as a best practise for the development of AFNs; in line with the Group choices, the average member is a “responsible consumer”, driven both by private and altruistic purchasing reasons. However, differences emerge amongst the profiles, especially between historical and new members. These differences reflect an increasing heterogeneity in the social consumer base in particular with respect to reasons for being member of the Group. New members who are more responsible and critical towards the Group organization can drive the involvement of consumer‐members in the future by implementing actual participatory behaviour.