UNIVERSITY FARMER’S MARKET INCREASING ACCESSIBILITY OF AFFORDABLE LOCAL PRODUCE TO INCENTIVIZE PRO-ENVIRONMENTAL BEHAVIOR IN UNIVERSITY STUDENTS
Marie Brehm Undergraduate Thesis Proposal University of Minnesota Bachelor of Science in Architecture
Thesis Committee Chelsea Wait Doctoral Candidate and Associate Lecturer, Architecture University of Wisconsin- Milwaukee Gail Dubrow Professor, Architecture University of Minnesota- Twin Cities Tom Fisher Professor, Architecture University of Minnesota- Twin Cities Director, Minnesota Design Center Richard Graves Associate Professor, Architecture University of Minnesota- Twin Cities Director, Center for Sustainable Building Research Michael Barnes Postdoctoral Associate, Department of Horticultural Science University of Minnesota- Twin Cities
Abstract In the changing climate, it is imperative that people adjust their habits to live more sustainable lifestyles. One small-scale change that the average person can make in their behavior is in the consumption of meat and dairy products, which are high contributors to greenhouse gas emissions. This project uses a background in decision sciences, habit formation, and behavioral incentives, as well as the negative effects of the meat and dairy industry on the environment to inform an expansion of the University of Minnesota Farmer’s Market with the goal to provide university students with locally grown produce for their health and the health of the planet. The redesign will include a permanent architectural design in a centralized location, mobile market capabilities, and a marketing/promotion scheme using decision science principles to incentivize the use of the market regularly and a reduction in the consumption of meat and dairy products by university students.
Background food deserts
environmentally sustainable food consumption
human behavior
Food Desert “an urban area in which it is difficult to buy affordable or good quality fresh food”
Elements of a food desert: - Limited store options - Far distances from housing to grocery stores - Limited product selection - Expensive items
Off Campus Housing Como Dinkytown
Prospect Park
Grocery Options
Target
Fresh Thyme
Grocery Prices
Dinkytown Target
Fresh Thyme
Environmentally Sustainable Food Consumption Biggest emission producers: Transporting fruits and vegetables Producing meat
The food system in America accounts for around 1/10 of total greenhouse gas emissions due to over consumption and unsustainable production.
Solutions Buy locally grown/produced foods!
Eat less meat!
Minneapolis Farmer’s Markets
Minneapolis Farmer’s Market
Mill City Farmer’s Market
“There’s a farmer’s market at McNamara?” - Misti Dieter, UMN student “I didn’t know there was a farmer’s market there…” - Natalie Dumas, UMN student
Campus Farmer’s Market
UMN Farmer’s Market Wednesday mornings from early July to mid September Located at the Gateway Plaza of the McNamara Alumni Center on East Bank Campus
UMN Farmer’s Market in 2018.
9-12 local produce vendors, University program stands, live music Was shut down in 2020 due to COVID-19 and reopened this year
UMN Farmer’s Market in 2023.
Why students? The transition from living with family to living alone at college is a pivot time for young adults in creating healthy habits. Motivating students to shop at local farmer’s markets and cook healthy foods while they are in this period provides the best opportunity for these habits to continue into adulthood. Minneapolis Farmer’s Market
Benefits of University Farmer’s Market For the University: Brings people to campus Advertisement opportunities for university services Healthy students and faculty!
For the environment: Lower carbon emissions due to transportation Increased consumption of seasonal food Decreased consumption of meat and dairy
For the students: Cheaper food Fresh produce Healthy options Easily accessible shopping
For the community: Supports local farmers Provides social event on campus Helps local economy
Methodology
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literature analysis
survey
evidence based design
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Greenhouse gas emission statistics Social science theories Studies on pro-environmental behaviors University farmer’s market precedents
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Competed by University of Minnesota students living off campus in Dinkytown, Como, or Prospect Park who rely on grocery shopping and cooking their own food Ask about shopping and cooking habits
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Market redesign based on data gathered from survey Permanent structure Mobile capabilities Location? Time?
Relevant Literature -
“Our Carbon Hoofprint” by Bob van Oort, Robbie Andrew, and Nina Bergen Holmelin
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Environmental Protection Agency statistics on carbon emissions
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Social science theories -
Stern’s Value-belief-norm Theory
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Schwartz’s Theory of Basic Human Values
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Ajzen’s Theory of Planned Behavior
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Past studies on motivating pro-environmental behaviors
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“Encouraging Pro-Environmental Behavior” by Wokje Abrahamse
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“Responding to Environmental Concerns: What Factors Guide Individual Action?” by Lawrence Axelrod and Darrin Lehman
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University farmer’s market precedents -
The College of San Mateo
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UC Davis
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Duke University
Timeline
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02
03
04
05
January
February
March
April
May
Continue to work through literature
Conduct survey about shopping and cooking habits of students
Analyze survey results
Begin written portion
Begin designs based on results
Continue iterations on design
Finalize written portion and design documentation
Begin to write survey
Present!
Themes and Outcomes -
Sustainability -
Provide alternative food options to red meat and dairy Promote plant based diets Advocate for purchase of local foods
Mindfulness
Accessibility -
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Equip students with affordable, fresh food options Cater to students without personal vehicles by providing a mobile market Educate people on environmental issues
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Influence people to learn about their environmental impacts Motivate students to make changes to support the health of the environment Utilize grocery shopping as a community event to support togetherness in the university
What motivates students to change their daily eating habits?