Connecting consumers and soil: Development of a conceptual model for shaping the consumer market for soil stewardship in Australia

Soil health is declining globally, with farmers typically receiving weak financial incentives to maintain or improve soil quality. Increasing consumer awareness of the importance of soil health could stimulate demand for products made using soil stewardship, which would then flow on to demand at the farmgate. However, there is a need to communicate with consumers about soil to motivate them to pay for products grown or produced using soil stewardship. The study aims to develop a conceptual model of how to stimulate consumer willingness to pay for soil stewardship and build consumer profiles to inform social marketing campaigns. We used an exploratory approach employing a focus group methodology. Five focus groups of participants (n = 36) took place in Australia (New South Wales and Tasmania). Data were analysed using thematic analysis and qualitative segmentation analysis. Our qualitative findings confirmed our initial conceptual model, but the findings suggest the model should be extended to include consumer trust through certification. Four potential market segments were identified and profiled based on the different concerns of consumers. Connecting consumers and soil is vital to incentivise producers to look after their soil, but simply educating consumers about the importance of soil may be insufficient to lead to change. Our conceptual model may be used to inform social marketing campaigns and stimulate further research.