JMM Special Issue – The deadline for submissions has now passed, and this issue will be published in summer 2017.

  • Guest editor: Jennifer Smith Maguire, University of Leicester, UK
  • Guest editor: David Watson, University of Essex, UK
  • Guest editor: John T. Lang, Occidental College, USA

Food and drink markets are situated at the intersection of the global and local, the economic and cultural, the political and passionate. Examples such as Slow Food, CSA schemes, foraging, food swaps, biodynamic production and Fair Trade certification call our attention to deficiencies within current market practices, and potentialities for future market relations. The pursuit of alternative market formations and relations is intertwined with desires for authenticity and identity in a global marketplace otherwise crowded with homogeneous, standardized offerings and instrumental modes of exchange. At the same time, the proliferation of alternatives is linked to concerns about food‐related security and safety, environmental degradation and social injustice.

Alternative food and drink markets offer fertile ground for exploring questions concerning alternatives in markets and marketing, and bring to the fore pressing issues for marketing theory and practice relating to ethics, sustainability and social justice. The Journal of Marketing Management has been central to bringing critical attention to these issues, with key articles that have mapped the field of ethical/green marketing (McDonagh & Prothero, 2014; Prothero, 1998; Tadajewski & Jones, 2012; Special Issue 14(6), 1998; Special Issue 28(3/4), 2012), explored the ethical dynamics of consumer behaviour (Gregory‐Smith, Smith & Winklhofer, 2013; Hoek, Roling & Holdsworth, 2013) and extended our understanding of consumer perceptions of organic and sustainable food (Gad Mohsen & Dacko, 2013; Krystallis et al., 2012; McEachern et al., 2010; Thøgersen & Zhou, 2012), and enhanced our appreciation of the marketing challenge of framing sustainable alternatives as ‘normal’ (Rettie, Burchell & Riley, 2012). However, specific attention to alternative food networks has flourished largely outside the marketing field (Forssell & Lankoski, 2015; Goodman & Dupuis, 2002; Hinrichs, 2000; Holloway et al., 2007; Tregear, 2011; van Bommel & Spicer, 2011). This special issue seeks to redress this gap.

What insights can be gained from examples from the fields of food and drink with regard to the question of ‘alternatives’? Paper submissions to the Special Issue must engage with the question of ‘alternatives’ within markets and marketing. This might involve (but is not limited to) considerations of the representation, contestation, development, critique, or mainstreaming of alternatives.

We welcome a variety of critical theoretical and methodological approaches. Beyond sharing an empirical focus on alternative food or drink markets, the papers may focus on marketing communications, branding, new product development, retail environments, corporate social responsibility, value co‐creation, customer service, marketing as practice, or other facets of food/drink markets.

Relevant contributions include but are not limited to such topics as:

  • How are alternative food/drink markets and market practices represented through marketing communications?
  • How are alternative food/drink markets performed by market actors?
  • How is marketing understood and practiced within alternative food/drink markets, and how does this compare with conventional marketing practices?
  • How is the relationship between ‘alternative’ and ‘mainstream’ food/drink markets articulated, negotiated and contested?
  • What does a marketing as practice approach offer to the study of alternative food/drink markets?

If you have any queries you can direct these to the guest editors:
•    Jennifer Smith Maguire, University of Leicester, UK
•    David Watson, University of Essex, UK
•    John T. Lang, Occidental College, USA

Technical queries about submissions can be referred to the Editorial Office:


Forssell, S. & Lankoski, L. (2015). The sustainability promise of alternative food networks: An examination through ‘alternative’ characteristics. Agriculture and Human Values, 32(1), 63‐75.‐014‐9516‐4
Gad Mohsen, M. & Dacko, S. (2013). An extension of the benefit segmentation base for the consumption of organic foods: A time perspective. Journal of Marketing Management, 29(15/16), 1701‐1728.
Goodman, D. & Dupuis, E. (2002). Knowing food and growing food: Beyond the production‐consumption debate in the sociology of agriculture. Sociologia Ruralis, 24(1), 5‐22.‐9523.00199
Gregory‐Smith, D., Smith, A. & Winklhofer, H. (2013). Emotions and dissonance in ‘ethical’ consumption choices. Journal of Marketing Management, 29(11/12), 1201‐1223.
Hinrichs, C.C. (2000). Embeddedness and local food systems: Notes on two types of direct agricultural market. Journal of Rural Studies, 16(3), 295‐303.‐0167(99)00063‐7
Hoek, J., Roling, N. & Holdsworth, D. (2013). Ethical claims and labelling: An analysis of consumers’ beliefs and choice behaviours. Journal of Marketing Management, 29(7/8), 772‐92.
Holloway, L., Kneafsey, M., Venn, L., Cox, R., Dowler, E. & Tuomainen, H. (2007). Possible food economies: A methodological framework for exploring food production‐consumption relationships. Sociologia Ruralis, 47(1), 1‐19.‐ 9523.2007.00427.x
Krystallis, A., Grunert, K.G., de Barcellos, M.D., Perrea, T. & Verbeke, W. (2012). Consumer attitudes towards sustainability aspects of food production: Insights from three continents. Journal of Marketing Management, 28(3/4), 334‐372.
McDonagh, P. & Prothero, A. (2014). Sustainability marketing research: Past, present and future. Journal of Marketing Management, 30(11/12), 1186‐1219.
McEachern, M.G., Warnaby, G., Carrigan, M. & Szmigin, I. (2010). Thinking locally, acting locally? Conscious consumers and farmers’ markets. Journal of Marketing Management, 26(5/6), 395‐412.
Prothero, A. (1998). Green marketing: The ‘fad’ that won’t slip slide away. Journal of Marketing Management, 14(6), 507‐12.
Rettie, R., Burchell, K. & Riley, D. (2012). Normalising green behaviours: A new approach to sustainability marketing. Journal of Marketing Management, 28(3/4), 420‐44.
Special Issue. Green marketing. Journal of Marketing Management, 14(6), 507‐676.
Special Issue. Revisiting contemporary issues in green/ethical marketing. Journal of Marketing Management, 28(3/4), 189‐ 515.‐4
Tadajewski, M. & Jones, D.G.B. (2012). Scientific marketing management and the emergence of the ethical marketing concept. Journal of Marketing Management, 28(1/2), 37‐61.
Thøgersen, J. & Zhou, Y. (2012). Chinese consumers’ adoption of a ‘green’ innovation: The case of organic food. Journal of Marketing Management, 28(3/4), 313‐333.
Tregear, A. (2011). Progressing knowledge in alternative and local food networks: Critical reflections and a research agenda. Journal of Rural Studies, 27(4), 419‐30.
Van Bommel, K. & Spicer, A. (2011). Hail the snail: Hegemonic struggle in the slow food movement. Organisation Studies, 32(12), 1717‐44.

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