| The market for organic foods is growing, however, the proportion of consumers buying organic foods is still considered low. Research shows that a significant barrier to consumers purchasing more organic foods is lack of information. This leads the relevant body of research to call for better communication around organic foods. The same body of research, however, neither questions what good communication surrounding organic foods is, nor what would make it better. Applying the communication theoretical formats of transmission, interaction, and coaction, respectively, onto instances of organic communication activities, I will discuss to what extent each format encourages consumer participation and learning. Transmission, typically in the form of monologuous... |
