Abstract In this exploratory case study, I examine how the embeddedness of alternative food networks shapes consumers’ purchasing behavior. Data include nine interviews, observation, and content analysis concerning the independent, Vermont-based seafood company, Starbird Fish. I find that social ties between Starbird Fish’s owner/head fisherman and its customers mediated consumers’ purchasing behavior. Specifically, learning more about Starbird Fish’s owner’s character, the sustainable practices implemented in the fisheries where he sources his products, and the ability for him to accommodate special customer purchasing requests all increased the likelihood consumers bought products from the company. This study thereby suggests that the embeddedness of alternative food networks itself can influence buyers’ motivations.

中文翻译：

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通过社会关系采购食物：星鸟鱼的案例研究

摘要 在这个探索性案例研究中，我研究了替代食品网络的嵌入性如何影响消费者的购买行为。数据包括关于位于佛蒙特州的独立海鲜公司 Starbird Fish 的九次采访、观察和内容分析。我发现 Starbird Fish 的所有者/首席渔夫与其客户之间的社会联系调节了消费者的购买行为。具体来说，更多地了解 Starbird Fish 的主人的性格、在他采购产品的渔业中实施的可持续做法，以及他满足特殊客户购买要求的能力，都增加了消费者从公司购买产品的可能性。因此，这项研究表明，替代食品网络本身的嵌入性可以影响购买者的动机。