Introduction
Consumer trends are rapidly changing, and one marketing, consumer, and business trend that is gaining significant traction recently are ‘going’ or ‘buying’ local. Driven by concern and perhaps activism that the globalized economy is unsustainable, the trend is aimed to reduce these, primarily environmental, impacts while at the same time supporting local economies. This trend can potentially be related to the philosophy of existentialism which addresses problems facing humankind as an individual and a collective. Authentic existentialism through ‘going local’ consumer trends can have positive outcomes on sustainable consumption and encourage personal responsibility of consumer participation.
Philosophy
Existentialism can be described as a philosophical tradition aimed at discovering the meaning of being human, happiness, and searching for self-identity (Steiner & Reisinger, 2006). Common themes in existentialism include freedom of thought and personal responsibility for actions. The freedom of the individual stems from the ability to create their essence, since both the capacity of free will as humans is the sub of decisions made, including the roles and identities which constitute the essence.
Existentialism is a personal decision-making philosophy, based on individual choice, not the tendency to hide behind group thought when making a decision. The element of freedom also creates accountability for the choices made (Agarwal & Cruise Malloy, 2000). The existentialism philosophy consists of 3 notions: anxiety, avoidance, and authenticity.
Anxiety is expressed through existentialist thinking as the discomfort of the human consciousness in a chaotic and unpredictable world. Humans exist in a world of meaninglessness and having unconditional freedom while facing inevitable death and universal alienation which leads to existential anxiety. It is a state of dread, a natural response to the chaos of life and unpredictable but inevitable death that can make life unsettling (Yalom, 1980). Becker (1973) derived what is known as the Terror Management Theory, which is the existential motive to defend against death via a range of behaviors. These are typically anxiety-buffering processes that establish a sense of immortality.
The two categories of behavior known as anxiety buffering processes can be identified as cultural adherence and self-esteem which defend against death anxiety. Cultural adherence helps an individual to identify with a specific social group and act by their norms, as a transcendence of individual decay. Meanwhile, self-esteem emphasizes individual uniqueness and greatness, particularly being recognized among peers and in general (Canavan, 2018).
Meanwhile, existential avoidance is strategies that humans use to evade, postpone, and flee from that discomfort of life. Instead of confronting these realities, the existential school of thought believes that people choose to ignore them and distract themselves. People choose to become immersed within the routine, often via the anxiety buffering processes mentioned earlier. However, avoidance routines are coping mechanisms, which existentialism views as inauthentic, conformist, and stifling. The philosophy believes that humans cannot escape the sense of profound responsibility and those that do, are temporarily either disguising their anguish or fleeing from it. Practicing avoidance can lead to loss of self-identity and self-actualization (Canavan, 2018).
This leads to the third and final element of existentialism which is authenticity. Living authentically is the ultimate goal, an ideal state of fulfillment associated with confronting and overcoming the intrinsic existence of alienation. In this context, means opposing public roles and culturally accepted norms, but preserving intrinsically meaningful values which transcend daily behavior (Canavan, 2018). Authenticity is perpetuated by learning, collective bonding, community rootedness, reflection, and overcoming challenges among others. Taking ownership and responsibility in the attempts to become authentic is critical.
In conclusion, existentialism is both, three distinct factors but also a journey towards that final state of authenticity. In the modern consumer culture, there are often attempts to appeal to the state of existential avoidance (the majority of goods and services) or authenticity. According to Smith (2007), the marketing landscape presents, “a multi-faceted consumerism of unparalleled individual choice which features a ritualistic quasi-religiosity where the transaction has subsumed the transcendental” (p. 325). This creates an existential consumption paradox.
Consumer Trend
The consumer trend ‘buying local’ is a millennial trend that has expanded in recent years, particularly in urban areas, in the context of globalization and prevalent issues stemming from its secondary consequences such as overconsumption, outsourcing, and climate change. The official term for the phenomenon is known as local purchasing or local consumption which is defined simply as buying locally produced goods and services rather than those produced far away.
The Local Production Local Consumption Model which has been popularized in certain cultures or populations follows the pattern of products produced by local individuals are sold in local markets either directly from farms/production facilities or typically via local stores and street markets. The premise of buying local is consumer responsibility, for consumers to change daily habits and integrate ethical and environmentally practices into lifestyles while demanding the companies and producers do the same (Davies, 2008).
The trend has stemmed from an environmentally protectionist standpoint, suggesting that if consumer behaviors in large numbers switch to buying locally, the market will adapt. In a globalized economy, a major contribution to pollution comes from transportation, followed by mass production and agriculture. Through the focus on local businesses and agriculture, transportation of goods can be reduced by lowering pollution. In turn, local farmers, artisans, and businesses can be supported, which both enhances the regional economy, bringing jobs and income. At the same time, local production also commonly uses much more ethical (albeit more expensive and inefficient) practices, reducing pollution and waste from mass industrialization/agriculture. Finally, there is the social aspect, where through the support of local businesses, consumers can connect within the community and enhance social cohesiveness (Long, 2020).
Local is informally defined as the distance that a product has to travel before reaching the point of retail. Most usually, the emphasis and marketing around the “buying local” trend tend to focus on a nearby region, of 50-100 miles from point of origin and purchase. This is particularly applicable for fresh produce (grown foods and vegetables, eggs) and artisan goods or produce (anything ranging from bakery to meats to non-consumable items such as locally made soaps or crafts).
A recent study that 46% of consumers are aware of the term ‘buy local,’ ahead of other major causes, particularly in terms of grocery purchases. The nature of the trend and definition can vary, depending on both individual and collective perceptions. Depending on the category of product, the ‘local’ element can vary, ranging from local farming produce to purchasing “American-made” cars and equipment. Since the trend is meant to be in opposition to globalization, it can be argued that it has some nationalistic elements to it, so consumers adhere to its attempt to purchase goods produced within the country. Local purchasing is somewhat divided into two camps, which do not oppose each other but view the trend differently.
There is the nationalistic, “made in the USA” approach to local purchasing that attempts to buy products from nearby but generally approves of anything made nationally. The other camp is strongly focused on consumer purchases from the local region for as many products as possible, especially in terms of food. Most consumers agree on things such as non-consumable goods as well as shelf life-stable (canned) foods are appropriate for local purchasing as long as they are produced in the country (Straza, 2018).
Local purchasing is a complex trend. For many people, it is a passion and a small part of their activism for the environment or supporting local communities. Those in support of local purchasing encourage other consumers, local businesses, governments, and even major corporations to attempt to use as many local, regional, and national resources as possible. This includes modification of supply chains and sourcing towards national production, including working with small-scale producers and farmers. Meanwhile, for others, it is just a trend as part of their ethically responsible purchasing. These households would purchase a small amount of locally sourced products to satisfy their consciousness and to project the label of “buying local.” The trend has been adopted by individuals and major corporations alike as a method of creating a unique, specialized feel to the process of consumerism.
Bringing It Together
In a modern, globalist, and capitalist world, consumerism is prevalent, driving the idea that existence is basic and fleeting. People are inherently overtaken by fads, fashion, hype, and new technologies. In a manner, it steers people away from making deep connections with themselves, with others, and with the planet. Modernity suppresses individuality on multiple levels. Furthermore, both capitalism and society are consistently driving a rapacious growth-means-development mentality which is unsustainable long-term (Sanderson, 2004).
When considering elements of existentialism, it is evident that concepts of authenticity and personal responsibility are most fitting with the local purchasing consumer trend which emphasizes sustainability. Buying local is a subset of sustainable consumption, an approach that believes that materials and energy should be used such as the minimal impact on the environment is made to preserve it for human needs in future generations (UN, n.d.). The general existentialism tradition is valuable to environmentalism as it creates possibilities for human creativity. Furthermore, it emphasizes personal responsibility and freedom of the individual, which reflects on and allows to confront the demands of environmental degradation in the collective (Ogilvy, 2012).
Applying existentialism, it can be argued that the fashionable trend of buying local is also an aspect of avoidance. The concept of shopping locally, by all means, is a new trend, one aimed at creating a one-of-a-kind neighborhood and an innovative shopping experience. Ironically, much of the marketing targeted at the trend presents the experience as “authentic” and enjoyable since it is more personable than typical retail or online shopping. The produce and goods are locally sourced and crafted, thus having a unique background, and story – owning it may create value for the person among peers (Empire Creative, n.d.). At the same time, adhering to the trend is a manner of cultural social adherence to many consumers, as a strategy of avoidance. It is a method of participating in “saving the world” or “supporting local economies”.
While the movement has multiple authentic benefits and participants who perpetuate it, discussed later, it can be argued that the large majority simply participate for social approval. Even large corporations such as Pepsi and Starbucks have taken advantage of the power of local trends, creating a space for local businesses and exchange or advertisements in support of smaller networks, despite the majority of these companies’ supply chains being globalized for the most efficient and cheapest cost (Brandster App, 2016). It is once again a confirmation, that the trend is utilized by many as an avoidance, due to the specialized feel and appeal of buying local and the reaction it receives from society.
Nevertheless, the consumer trend of local purchasing does have some existentially authentic benefits driven by sustainability and principles of community-building as well as self-realization of consumers. Community-conscious consumers approach spending critically. In the modern world, where multinational retail chains are a new standard, it is necessary to make informed decisions and support local businesses. Even if the local business and big box stores offer the same products, including potentially those that have been produced non-locally (such as mechanical equipment or hardware for example), the spending locally has the largest impact on the community.
Local stores and restaurants typically attempt to use locally produced goods as part of supply chains. Furthermore, local businesses are likely to give back to the immediate community in a personalized manner, benefiting people, including marginalized groups and families in the immediate area (First Bank, n.d.). All of these aspects can be considered authentic consumption as they are based on collective bonding and community rootedness, it brings local economies together more cohesively and effectively.
The most relevant element of the trend related to existential authenticity is the concept of sustainability. The buying local movement is focused not just on the context of local purchasing, but also highly emphasizes sustainable and responsible consumption. The premise as noted by consumer affairs journalist and author, Brenda Chávez, is “Through our consumption, we can reward fair and responsible models of production” (Acciona, n.d.). In other words, it is voting with one’s wallet.
Through responsible, sustainable consumption, a part of which is focusing on local purchasing, consumers can create new norms under which companies and the general economy operate. Authenticity stems from being a responsible consumer which is based on various actions, including reducing consumption, being more active, consuming local products, investing in ethical banks and companies, and reusing/repairing/recycling.
It can be noted that one of the biggest factors influencing responsible consumption is locality and proximity. Through purchasing from local producers, sustainable development is supported since these businesses typically respect the environment and use ethical practices in labor and other elements. The environmental benefits from local consumption are based on reduction of greenhouse gas emissions and energy saving due to much shorter transportation distances as well as packaging necessary for long transportation – both being extremely detrimental to the environment.
Socioeconomic impacts through supporting local economies and more equitable wealth distribution regionally rather than increasing the wealth of monopolizing international corporations that rarely give back to communities are also critical. Although the responsibility does not fall solely on the consumer, the consumer choices made such as through local consumption are influential in creating fair and responsible production models and bringing sustainable development (Davies, 2008).
Buying local is a consumer trend that is a catalyst of existential authenticity and seeks to place responsibility upon the consumer regarding the choices made and how they impact the sustainability of the environment and socio-economic community growth. Consumers are encouraged to take ownership by considering how their purchasing either benefits or degrades the multiple factors along a product’s supply chain (either global or local).
Whether the purchase supports sustainable farming practices or mass production, destructive techniques, whether the producer utilizes fair wage labor, or exploitative practices. It is an ethical consideration as much as an existential one. Nevertheless, existential consumer pathways are intrinsically linked to certain sustainability outcomes, and local purchasing contributes strongly towards ensuring positive development for the environment, communities, and the consumers themselves as individuals.
Conclusion
Buying local or local consumption is a consumer trend focusing on making purchases locally as a manner of reducing the environmental impact of globalized supply chains as well as supporting regional communities and producers. Existentialism is a philosophy aimed at self-discovery and addressing the problems of mankind and the world around. Consumer marketing has targeted either the avoidance aspect, which seeks to distract from the problems at hand or authenticity which promotes responsibility, independence and living authentically. This paper argues that through local purchasing, consumers practice authentic existentialism as it places some element of consideration and responsibility upon the purchasing and consumption behaviors. The factors and benefits involved in the buying local trend are vital to ecological and community sustainability, thus participating in this authentically allows for the best outcomes in terms of achieving independence and authenticity.
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