Scholarship on Alternative Food Networks: from mid-life crisis to life begins at 40?

Tregear, Angela, Gorton, Matthew, Maye, Damian ORCID: https://orcid.org/0000-0002-4459-6630, Morse, Aimee ORCID: https://orcid.org/0000-0002-5574-6040 and Steytler, Marie (2025) Scholarship on Alternative Food Networks: from mid-life crisis to life begins at 40? Journal of Marketing Management. (In Press)

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Abstract

This paper critically assesses the literature on Alternative Food Networks (AFNs), based on a systematic literature review, encompassing work from both the rural studies and marketing disciplines. It reflects on the gaps between the contributions from both disciplines, and how they could be addressed in future research. A typology of AFNs helps understand the varied challenges faced. Too many AFN studies depend solely on producer and loyal customer perspectives, leading to overly optimistic assessments of their consumer appeal. Moreover, a tendency to downplay or overlook marketing management considerations, reduces the literature’s relevance for practitioners. Addressing the latter, and more critical assessments of how different types of AFNs can address social and planetary imperatives, are vital for reinvigorating the AFN literature to overcome its mid-life crisis.

Item Type:	Article
Article Type:	Article
Uncontrolled Keywords:	Alternative food networks; Rural studies; Marketing; Consumers; Systematic literature review
Subjects:	H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing S Agriculture > S Agriculture (General)
Divisions:	Schools and Research Institutes > Countryside and Community Research Institute
Depositing User:	Nick Lewis
Date Deposited:	01 Oct 2025 13:17
Last Modified:	01 Oct 2025 13:30
URI:	https://eprints.glos.ac.uk/id/eprint/15368

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