Purpose

This paper aims to explore how a socio-digital platform can facilitate consumer responsibilisation in food consumption to encourage sustained responsible consumption and uncovers its possible impacts on different stakeholders in the agricultural ecosystem.

Design/methodology/approach

Two-year-long case study of a socio-digital platform that aims to integrate consumers with the farming process; creating value for them and the farmers in India.

Findings

The process of consumer responsibilisation happens through three mechanisms; construction of a moral-material identity, vicarious self-artisanship and shared responsibilisation. Through these key mechanisms, the socio-digital platform could foster consumer responsibilisation and engender positive societal impacts by promoting both responsible production and consumption.

Research limitations/implications

This study shows how the construction of moral–material identity could move beyond an either-or choice between moralistic and material identity and allow space for the coexistence of both. This paper highlights how a socio-digital platform can be leveraged to facilitate responsible consumer engagement in an aestheticised farming process.

Practical implications

This paper aims to guide policymakers to design digitally-enabled human-centred innovation in facilitating consumer engagement with farming and cultivating responsible consumers in achieving sustainable development goals.

Social implications

This study shows how consumer responsibilisation can actually address market failures by enhancing the value created in the system, reducing wastage and cutting costs wherever possible, which drive better incomes for the farmers.

Originality/value

Previous studies have discussed heterogeneous motivations for responsible food consumption. However, this research explores the processes through which an individual reconnects to food production and the mechanisms that support this process in the long run.

中文翻译：

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基于数字技术的变革性消费者责任：案例研究

目的

本文旨在探讨社会数字平台如何促进食品消费中的消费者责任感，以鼓励持续的负责任消费，并揭示其对农业生态系统中不同利益相关者的可能影响。

设计/方法/方法

为期两年的社会数字平台案例研究，旨在将消费者与耕种过程结合起来；为他们和印度的农民创造价值。

发现

消费者责任的过程通过三种机制发生：建立道德物质的认同感，替代性的自我技巧和共同承担责任。通过这些关键机制，社会数字平台可以通过促进负责任的生产和消费，促进消费者的责任感并产生积极的社会影响。

研究局限/意义

这项研究表明，道德-物质身份的建构如何能够超越道德和物质身份的“或非”选择，并为两者的共存留出空间。本文着重介绍了如何利用社交数字平台促进负责任的消费者参与审美化的农业生产过程。

实际影响

本文旨在指导决策者设计以数字为基础的以人为本的创新，以促进消费者参与农业活动并培养负责任的消费者以实现可持续发展目标。

社会影响

这项研究表明，消费者责任制如何通过提高系统创造的价值，减少浪费和尽可能降低成本来实际解决市场失灵，从而为农民带来更好的收入。

创意/价值

先前的研究已经讨论了负责任的食物消费的异质性动机。但是，这项研究探索了个人重新连接到食品生产的过程以及长期支持该过程的机制。