Title

Save the Planet - Buy Organic: The Role of Consumers in the Sustainable Agricultural Movement

Date of Award

11-30-2009

Document Type

Capstone Project

Disciplines

Liberal Studies

Degree Name

Master of Liberal Studies

Department

Arts & Culture

Advisor

Alison Nishi

Keywords

advertising; agriculture; consumer; development; environment; marketing; organic; sustainable

Abstract

The severity of the environmental situation in agriculture is described. Progress made so far is then listed and critiqued. Misconceptions that sustainable agriculture cannot produce as much food as industrial agriculture, as well as the false impression that sustainably-produced foods must cost more are discussed. In conclusion, the only force strong enough to convince farmers to switch to sustainable practices is the consumer. Advertisements and educational campaigns will inform consumers about industrial agriculture. The shift in demand for sustainable goods will eventually cause prices to fall, allowing more consumers to purchase these formally expensive goods. This process will make a sustainable agricultural revolution possible and profitable.

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