Co-Creating Alternative Markets: Consumer Efficacy in Risk Abatement

Many consumers are disappointed with the current food marketing system, and are concerned by the risks they feel they take and the compromises they make with preferred values by engaging with it. In an attempt to manage their feelings of risk and dissatisfaction with sub-optimal choices, they engage in marketplace activities that lie outside of the mainstream. These new market choices are often better equipped to address the desires and concerns of the consumers who engage with them. This occurs through co-creation of product, values, and community, and increased and more transparent risk assessment resources. Community Supported Agriculture programs are used here as an example of how alternative-market consumption choices lead to transformation of the consumers, their communities, and the market itself.


Melea Press (2009) ,"Co-Creating Alternative Markets: Consumer Efficacy in Risk Abatement", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 114-118.


Melea Press, University of Wyoming, USA


NA - Advances in Consumer Research Volume 36 | 2009

Share Proceeding

Featured papers

See More


Feature A Benefactor or A Victim? How Charity Appeals with Different Protagonist Foci Affect Donation Behavior

Bingqing (Miranda) Yin, University of Kansas, USA
Jin Seok Pyone, University of Kansas, USA

Read More


Effects of Affective Language on Perceived Helpfulness of Online Reviews

Nikolay Georgiev, HEC Paris, France
Marc Vanhuele, HEC Paris, France

Read More


L12. Should I Stay or Should I Go: When Our Companies Have Eyes for Other Consumers

Na Ri Yoon, Indiana University, USA
Jenny Olson, Indiana University, USA
Adam Duhachek, Indiana University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.