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Abstract
A basic right of both a consumer and a citizen is the right to be heard, and their
voiced concerns have to be taken into account when developing policies and
obtaining trust for government actions. Therefore this study focuses on consumers’
interests, opinions and expectations which are identified and categorised according to
subject area, degree of involvement and political agenda of a consumer. The paper
draws on the responses of individual members of the public in the National Food
Policy discussion initiated by the Scottish Government in 2008. Altogether 246
responses were subjected to quantitative analysis of texts, supported by text mining. A
variety of interests and opinions underpinning the political agendas of individuals
responding to the National Food Policy discussion document were identified and
discussed in the paper in the context of political consumerism and influence citizens-consumers
are likely to have on policy development and its subsequent
implementation. In the broad perspective of the Scottish food supply chain, the three
pillars of sustainability: economy, environment and society, are defining the nature of
public concerns and expectations. Findings could be applied across many different
policy areas including food production and distribution, heath education and
promotion, support of small local businesses, environment protection, travel, waste
management/recycling and others.