The document presents research on the role of information and communication technologies (ICT) in facilitating short consumption circuits and commercialization of local agricultural food products in the era of the network society. The research aims to develop methods to analyze agro-food cooperatives and their use of ICT, empirically evaluate new models of collaborative consumption groups, and contribute to local economic development. The research will assess ICT's impact on knowledge sharing, efficient marketing, and promoting alternative consumption models.

1. The short consumption circuits in the
Network Society era. The ICT role on the
commercialization of proximity
agricultural food products.
Information and Knowledge Society
Doctoral Programme
Research Presentation | 18.05.2015
PhD candidate: Ricard Espelt
Amb el suport de la
Secretaria d’Universitats i Recerca
del Departament d’Economia i Coneixement
de la Generalitat de Catalunya.

2. 2
Keywords
• ICT4D
• ICT4RD
• Local development
• Virtual communities
• Cooperative movement
• Social and solidary economy
• Public policies

3. Dissertation Committee
Ismael Peña-Lopez (UOC)
Oriol Miralbell (UOC)
Pere Losantos (UPC)
3

4. Table of Content
1) Introduction
2) Research Objectives
3) Theoretical Framework
4) Research Questions
5) Hypotheses
6) Case Studies
7) Methods
8) Expected Outcomes
4

5. 1) Introduction: Approach
Catalan rural communities before the new
scenario Society of Information and Knowledge,
the case Conca de Barberà.
Information and Knowledge Society Master Project (UOC) (+)
2011
From local food movement actions to public
policies
International conference CANAL2013 – Circulation and adoption of local action
standards and models – Agropolis, Montpellier, France. (+)
2013
Agro-food consumption patterns to favor social
and economical resilience. The case of Sant
Cugat del Vallès.
ESRS Congress , Florence. (+)
2013
Phd Proposal.
Information and knowledge Society Doctoral Programme. (+)
2015
5

6. 2011
2013
2013
2015
Rural
Conca de
Barberà
Rural
Llavorsí
Urban
Sant Cugat
del Vallès
Urban
Barcelona
Producers
Consumers
Agrofood cooperative
Consumers
Short circuit agrofood
consumption business models
Consumers
Agrofood cooperatives
1) Introduction: Approach
6

7. • Most of these consumption cooperatives are
linked with the social and solidarity economic
values.
• Use of ICT as tools for organisation, inner-group
and interaction with producers / intermediaries,
creating virtual communities.
• Seem to generate an alternative to the main
agro-food consumption model, providing more
economic and social economic development, i.e.
number of people employed around short circuits
of commercialization food.
1) Introduction: Observations
7

8. 2) Research objectives
• Develop a methodological tool on how to analyse
the cooperatives organization and the relation
with their producers /intermediaries.
• Develop the different characterizations according
to the previous analyse.
• Empirically evaluate the implantation of new
agro-food consumption groups.
• Contribute to cooperative movement,
collaborative consumption, and social and
economic local development.
8

9. 3) Theoretical Framework
Information & Network
Society
9
Short Circuit
Business Models
Cooperative
Movement
Virtual
Communities
ICT
Collaborative
Consumption
Social & Solidary
Economy

10. Value chain scheme and economical stakeholders. Represented by Juan José Toribio based on
Competence Defend Spain Association (2009 & 2011) and Rural Spain Government (2009). 10
3) Theoretical Framework:
Agro-food main scheme

11. Short circuit of commercialization food scheme. Source: Elaborated by Binimelis & Descombes
(2010) from Maréchal (2008); Valls (2006) and Venn et al. (2006). 11
3) Theoretical Framework:
Agroo-food short circuits of commercialization

12. 3) Theoretical Framework:
Cooperative movement
+50 (interviewing process)
12

13. 3) Theoretical Framework:
Social and Solidary Economy
13
Social and Solidary Economy is a working progress
concept. In a theoretical framework, solidarity economy
(World Social Forum, Brazil, 2001) is often considered
part of the social economy (concept linked with
cooperative movement), forming what might be termed
the "social and solidarity economy". The concepts are
still under development and the difference between the
two terms is gradually being clarified. An organisation
seeing itself as part of the solidarity economy generally
goes beyond achieving purely social aims: it aims to
put right an injustice by expressing solidarity.

14. 1) What characteristics define agro-food
cooperatives in the Network Society framework?
2) Through ICT, the consumer is able to have more
knowledge about the characteristics of the food
product, its origin and, the benefice its
commercialization?
3) Through ICT, the collaborative environment
allows the expansion of short circuits of
commercialization?
4) Research Questions
14

15. 5) Hypotheses
H0. The use of ICT facilitates collaborative
consumption of food products, defining a new model
of organization between local producers and
consumers, caused by new forms of relationship
between producers and consumers, and promoting
the Network Society framework. This new model
allows that through the use of ICT the cost of
creating a virtual community is reduced, reversing a
better dissemination of product characteristics and
socio-economic benefits of their consumption, an
increase in sales and a collaborative environment
larger which allows to promote the benefits around
this model of consumption.
15

16. 5) Hypotheses
H1. The relation between ICT and food product
contribute to generate more knowledge around the
product food characteristics and the social and
economic impact of its consumption, benefiting the
community organized with that objective.
H2. The virtual communities created around the
product are a key factor for the organization which
allows the food product to get a more efficient space
for its commercialization.
H3. The collaborative environment is amplified thanks
to the ICT use and possibilities a favourable
framework to promote this consumption model.
16

17. 6) Case studies
Research Map
17
Agro-food Consumption Cooperatives
Producers
Second –Grade Producer Cooperatives

18. 7) Methods
Statistics Analysis & Interviews
• In order to achieve significant results, the study
uses a quantitative methodology, such as
statistics analysis and geographic information
systems; and a qualitative methodology, around
semi-structured interviews.
Participatory Action Research
• So as to check the specific characterisation of a
consumption group performed, the study
proposes a/some implantation/s in order to
evaluate the model.
Considering tools from other disciplines, e.g.
Ethnography, etc.
18

19. Participatory Action Research
Tourism – specific target:
Tourists with sensibility for food origin (or general
environmental issues).
Linked with a specific type of travelling: home
exchange, for example.
Pilot project focus on how to connect travellers
interests.
At the same time, taking advantage of how it works
consumption group through their own experience.
19

20. 7) Methods: Investigation Questionnaire
Research Questionnaire: Social and Solidary Economy Criteria
0%
20%
40%
60%
80%
100%
120%
20

21. 7) Methods: Investigation Questionnaire
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
H1. Social and Economic
Impact
H2. Efficient
Commercialization
H3. Promoting
Consumption Model
Research Questionnaire: ICT Impact 21

22. • Framework to assess and define consumption
groups.
• Critical understanding of the role of ICTs
within the contribution of collaborative
consumption.
• Patterns to implant the different groups
characterized.
• Empirical evaluation of the agro-food
consumption groups model promoted.
8) Expected Outcomes
22

23. The short consumption circuits in the
Network Society era. The ICT role on the
commercialization of proximity
agricultural food products.
Information and Knowledge Society
Doctoral Programme
Amb el suport de la
Secretaria d’Universitats i Recerca
del Departament d’Economia i Coneixement
de la Generalitat de Catalunya.
Research Presentation | 18.05.2015
PhD candidate: Ricard Espelt