Food Chain Actors’ Perceptions of and Adaptations to Volatile Markets: Results of a Media Analysis
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The volatility of agricultural markets has increased remarkably in recent years. In spite of this, the way in which
supply chain actors perceive market volatility has only rarely been analyzed. This paper seeks to close this
research gap by presenting empirical findings about how the volatility of agricultural markets is perceived, how
increasing market volatilities are being explained, and what adaptations to the volatile external environments
are being suggested. Based on a large‐scale media analysis, we have identified perceptions, which vary greatly
over time, especially with regard to the perception of the threats and opportunities volatility creates for farms
and firms and the most frequently identified reasons for volatile prices.