01646nas a2200109   4500008004100000245015100041210006900192260001200261520117400273100002001447856006901467       2014                        eng d00aUrban Farmers between Visions of Alternative Futures of Consumption and Market Demand – an Ethnographic Study of Farmers’ Markets in Pakistan.0 aUrban Farmers between Visions of Alternative Futures of Consumpt  aLeipzig3 aKeywords: Urban farming, organic agriculture, Pakistan, futures, green consumerism Narrative step: Thursday: Building Alliances Domestic demand for certified organic agricultural food products is slowly rising among urban population in Pakistan. For a few years now, entrepreneurs have manufactured certified processed food and sold them in supermarkets. In 2013, the growing interest in healthy, natural food has led to the foundation of farmers’ markets in the city centers of Islamabad and Lahore. Based on ethnographic field work in Pakistan, I show how urban and peri-urban farmers envision alternative futures of consumption and produce and circulate knowledge on a healthier and ecologically just lifestyle. In this context, I discuss if certified organic agriculture, often depicted as part of a neoliberal agro-food system (Guthmann 2004; Raynolds 2004) by scholars of rural sociology, human geography and agrarian studies, can lead, through different consumer behavior, to alternative food systems or if it is part of an emerging “green capitalism” (Friedmann 2005) in which companies and retailers appropriate the green consumerism for their interests.1 aPoerting, Julia  uhttps://degrowth.community/conference2014/scientific-papers/3456