Close But Yet So Far: The Role of Virtual Communication in the Relation of Proximity and Trust in CSA

Our research explores the role of virtual communication in the construction of proximity and trust in CSA (Community Supported Agriculture). Although CSAs have been widely assimilated with a relationship of trust built on knowing each other and facilitated by proximity and face-to-face interactions, our research shows, on the contrary, that the interactions between consumers and agricultural entrepreneur are not as systematic as one might expect. CSAs are attracting more and more consumers with hedonistic motivations and whose relational exchanges with the agricultural entrepreneur remain secondary, or even sometimes non-existent. Furthermore, our ambition is to examine this proximity/distance paradox by studying the role of virtual communication between CSA partners and to understand how trust manages to emerge in case of limited face-to-face interactions. Based on 55 semi-structured interviews carried out with CSA partners (CSA presidents, agricultural entrepreneurs, consumers), six non-participating observations, and a double content analysis (thematic and lexical), our research shows the role of proximity in the emergence of trust in CSA and highlight the influence of virtual communication in the strengthening of relational, identity and process proximity. Our research aims at contributing to a better understanding of the modes of coordination in CSA.