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The purpose of this paper is to investigate the supply chains for organic milk, apples and pasta in eight European countries and how added value is distributed among market players.

Using secondary data and expert interviews, a market overview for the three products is provided as the basis of a more detailed analysis of the added value in 12 organic supply chain examples. For this, interviews with market players and an “added value calculator” tool are employed.

The farm gate and retail price of organic products is higher than conventional. Supermarkets are the main outlet for organic milk and apples in the countries studied, whereas the situation for organic pasta is varied, suggesting that the use of different sale channels is influenced by the food product. The farmers’ share of added value ranges between 3 and 65 per cent of the added value created in the organic supply chains analysed. Organic offers opportunities to increase the farmers’ share of added value both in supermarkets and alternative sale channels, by developing collaboration, physical infrastructures for organic and integrating operations upstream of the chain.

While more research is needed into a larger number of chains, this paper indicates that there are dynamics and features at supply chain level, such as the distribution of added value and the target markets used, that cannot be interpreted according to the binary division between “mainstream” and “alternative” organic suggested by the conventionalisation hypothesis.

The distribution of added value for existing supply chains in eight European countries is calculated by using an effective added value calculator tool.

The purpose of this paper was to determine the profile of dairy product consumers in the organic market.

The study was based on a survey questionnaire developed by the author and administered to a total of 1,108 respondents. The statistical analysis (including descriptive statistics, the analysis of the discriminative function and the Chi2 test was performed with the use of Statistica 13.1 PL. The respondents’ gender was the factor behind the differences in how they behaved.

The consumers indicated the channels they rely upon to find information on organic dairy products; in addition to trusting the opinions of their family members and experts, they also use web platforms. Further, they specified their preferred locations for buying favorite products during the pandemic: specialized organic food shops, large distribution chains and online stores.

These outcomes will help in identifying target consumer segments and information channels for specific information and advertising messages. They also form an important resource for developing some potential strategies which the supply chain stakeholders could implement to promote organic consumption of dairy products.

This study identifies consumers’ preferred dairy products; motives for purchasing organic dairy products; barriers that consumers believe exist in the market; sources of knowledge about products purchased by consumers; and consumers’ preferred channels for purchasing organic dairy products. To the best of the author’s knowledge, this is the first study of dairy product consumers in the organic market in Poland.

Research on sustainable consumption (SC) has shown how, faced with barriers that prevent them from embracing a sustainable lifestyle, consumers experience classic symptoms of distress. Although distress emerges as a constitutive dimension of sustainable lifestyles, research has not yet provided a comprehensive account of how consumers cope with it. This paper aims to provide such an account.

In-depth interviews were conducted with 25 people who defined themselves as sustainable consumers. A hermeneutic approach was adopted for the analysis.

The analysis shows that consumers enact two different coping strategies: adjustment or episodic coping and structural coping or deradicalization. Both sets encompass reappraisals and meaning-making strategies to maintain motivation while simultaneously appeasing tensions. They also comprise the strategic enactment of emotions to energize the self and/or to appease distress. Coping influences how SC is appraised and lived, as these practices are dynamically changed to navigate structural constraints.

SC campaigns have traditionally focused on cognitive empowerment. However, the evidence suggests that emotional empowerment could be a more effective way to promote the practice.

This paper provides the first in-depth examination of the strategies adopted to cope with distress. The analysis shows that consumers reconfigure how SC is appraised and implemented, while emphasizing the crucial role of emotion work in the coping repertoire. Although SC is stressful due to structural and social constraints, consumers are able to remain committed to it to varying degrees.