specify over what timescale this applies to, which makes the figure somewhat arbitrary. Thereport goes on to diminish the importance of this very achievable consumer behaviour changeby comparing it to more drastic lifestyle changes, such as home insulation, that would save alot more carbon overall. It considers replacing eating local seasonal food as a priority aim forthe report with another behaviour change
...given its modest CO2 and biodiversity impactscompared with all the other headline goals
‖, which seems to show how the report completely
misses the point of how this small behaviour change represents more of a paradigm lifestyleshift and ethos, essentially promoting voluntary simplicity (Kasser, 2011), as well as beingoverall more ethical than corporately produced foods (Zepeda and Deal, 2009). Organicfarming is of course imperative for a more sustainable and less environmentally damagingversion of farming, usually preserving a greater range of biodiversity in farms than otherforms of pesticide intensive farming, but buying organic often means also buying fromabroad, as a large amount of organic produce available in the UK and Ireland is from Spain orfurther afield. In 1998, 70% of organic food in the UK was imported, with the volume of air-freighted organic food having increased by 15% from 1993 to 1994 (La Trobe and Acott,1993: De Selincourt, 1997).
It is sometimes more difficult to understand people‘s relationship with ‗local food‘ as it is not
as well defined a term as organic and has various interpretations, as aforementioned, withoutthe certification standards that organic food has. There is evidence to support a connectionbetween
the buying of organic food with being more ‗food system aware‘ (Torjusen et al.,
2001) in general, but it is not as clear-cu
t a connection with ‗local food‘
. Proximity of ourfood sources is increasingly understood to be intrinsic to sustainability (Pollan, 2006). Theunderstanding of
helps us to further understand the implication of currentagriculture norms with climate change and fossil fuel consumption (Millstone and Lang,2004: 66). Eating local foods is increasingly recognised to be central to sustainable foodsystems as it is
reducing one‘s personal carbon footprint
through reduced ―food miles‖
, aswell as promoting the local economy and supporting local and regional farmers (Pretty andHine, 2001). When analysing consumer buying behaviour for potential use in instigatingbehaviour change, it is necessary to realise that consumers are, of course, not onehomogenous group (Vermeir and Verbeke, 2006: Weatherell
, 2003), but have variedlevels of concern and action, and must be appealed to accordingly when efforts are made toraise awareness or increase uptake of local food consumption.