The bittersweet taste of Mexico’s Green Gold  – A cross-country study on the development and the awareness of sustainable avocados

Abstract: The avocado production and trade impose economic, social and environmental challenges for producers, and concerns for consumers. This ‘sustainability challenge’ will be analysed from a social- psychological viewpoint. The case study follows a two-method based approach: a combination of qualitative and quantitative research. Laws and restrictions on the avocado production in Mexico exist, still, avocados are not sustainable. The reasons are unveiled by a closer look into the trade agreements and by interviews with the Mexican civil society. The responsibility for the implementation of controls on sustainable avocados is pushed in a circle from the governments to civil society and back. Ideas on how to change the system are mainly based on EU citizens. Can a greater knowledge and awareness of EU citizens improve the sustainable avocado production in Mexico? The survey reveals that only few participants are fully informed and highly interested in eco-friendly produced avocados. The low percentage can be explained through the high costs for certified avocados, the mistrust in the certification system and the lack of the certified fruit in the supermarkets. However, after some background information the participants stated that they would change their behaviour: buying certified avocados, spending more money and going to special supermarkets. To raise awareness and clarify doubts, civil society in Mexico suggested campaigns in cooperation with civil society in the EU. The idea for the campaign is based on behaviourist theories. A further step is a cooperation between EU citizens with civil societies from Mexico and the EU to pressure the government into a system change to support the offer of cheaper certified sustainable avocados in the EU supermarkets, and thus to raise the standards and controls for the avocado production.