Consideration Set:

Consideration set studies have been confined to consumer goods purchases under the developed country context. This research studied the consideration set during agricultural input purchase under a developing country context. Though a farmer-consumer is assumed to be lacking the knowledge to form the consideration sets, the results show that these buyers form consideration sets similar to those under the consumer goods buying situations in the developed countries and these were influenced positively by the economic risk and negatively by the level of education.     

Commentary: The productivity of variability: an agroecological hypothesis

Most agronomic research seeks to limit the variability of productivity, offering universal ‘recipe knowledge’ that attempts to overwhelm contextual differences. Based on participatory research with a group of eight graziers in Wisconsin, we present the counter hypothesis that the productivity of variability is a key principle of agroecology. Contextual variability across space and time presents farmers with productive opportunities. Appreciating these contextual possibilities offers a universal principle that is not also a recipe.