In the second, strongly contrasting, vision the crisis of, and in, agriculture is seen as basically down to factors located outside of the agricultural sector. It is ‘others’ who are to blame: be they consumers, citizens, politicians, journalists, animal rights’ activists, ‘climate nerds’, or whatever. ‘Farmers are squeezed because the consumers do not want to pay more for their food’ (78.0%) 'The media always blame the farmer’.
Populist-type of vision, places all responsibility at the level of consumers. They have to change, and only when (or if) they change effectively, will farmers then move farming forward (e.g. only after getting better prices they will invest in environmentally friendly measures).