Who buys from farmers’ markets and farm shops: The case of Germany

In this article, we analyze the influence of sociodemographic factors and consumer attitudes toward direct marketing products and sources (outlets) on the frequency of buying food from farmers’ markets and farm shops. By conducting an intercept survey with pedestrians in 2011 and 2012, we interviewed a total of n = 550 consumers. The target regions of the study were the Eastern German federal states. The study uses two ordered logit regression models to investigate consumers’ shopping behaviour at farmers’ markets and farm shops separately. We find that different factors significantly influence consumers’ buying behaviour at the two direct marketing outlets. Specifically, both a more favorable view toward the freshness of directly marketed foods and the intention to support local producers are positively related to consumers’ purchase frequency from farmers’ markets. In contrast, consumers’ purchase frequency from farm shops is significantly influenced by their perception of the cost of the products, confidence in food producers of directly marketed products, perception of the safety of the food and perception of the accessibility of farm shops. The study results indicate that considering consumer behaviour separately for different direct marketing channels for food rather than considering the entire category of local food outlets may provide new and valuable insights.     

Consumer Preferences and Willingness to Pay for Bundled Fresh Produce Claims at Farmers’ Markets

This study uses a conditional logit with systematically varying parameters model to analyze consumer survey data collected at farmers’ markets in Utah. The purpose of this study is to examine consumption preferences and willingness to pay for differentiated fresh produce among farmers’ market shoppers in Utah. Three primary differentiating claims, namely conventionally grown of unknown origin, conventionally grown local (in-state), and organically grown of unknown origin, are investigated. Results indicate that consumer preferences and willingness to pay are higher for the conventionally grown local origin claim, emphasizing the importance of local origin labeling for directed marketed fresh produce. This claim was especially preferred among frequent farmers’ market shoppers and those who spend above average. Those who receive WIC and/or food stamp benefits show lower preferences for fresh produce. The shoppers are significantly sensitive to price increases. This study implies that marketing strategies and policy regulations aiming at promoting local, organic, labeling, and reinforcing repeated farmers’ market customers can positively impact purchasing preferences and willingness to pay for production-method-based and origin labeled products.     

Farmers' Market consumers: a Scottish perspective

Farmers' Markets in Scotland have gradually developed since 1999 as an alternative retail outlet for consumers. Throughout the UK, shoppers have become increasingly concerned about the quality and safety of their food and as a result seek healthier, locally grown organic and non‐organic produce. Thus, the growth of Farmers' Markets is directly related to consumer demand for fresh foods, direct from source, with the high quality of products being a primary reason for shopping. Farmers' Markets are not only seen as a place to buy ‘good food’ but also as a means to express consumer values associated with food choices. Scottish Government efforts to revitalize rural economies through local enterprise initiatives is evidenced by funding the initial establishment of the Scottish Association of Farmers' Market (SAFM), formed in 2000 by market organizers to further their development. The benefits of fresh local produce for Scottish consumers, the revival of a sense of community and the concept of ‘new consumption spaces’ tied to locality means the rural economy benefits from the increase in activity and profits through direct sales. This research investigates consumption habits at farmers' markets through the use of attitudinal theories along with food behaviours and motivations for purchasing. The results demonstrate that a positive attitude is important but the influence of others and barriers are not. Consumers are particularly motivated towards resource conservation and there are distinct differences in attitude between urban and rural shoppers. This research provides a unique insight into the attitudes that influence and motivate Farmers' Market consumers in Scotland.     

A comparative study of farmers' markets visitors' needs and wants: the case of Alabama

Many studies refer to the importance of farmers' markets for both food producers and for visitors. For producers, the ability to obtain higher returns and/or market part of their produce as value‐added products can be strong incentives, while for consumers benefits include having access to fresher, often tastier foods or simply visiting as a social activity. Relatively few studies, however, explore visitors' needs and wants with regards to their farmers' market experience, that is, from visitors' perspective. The present study explores this dimension, comparing visitors' views in two different farmers' markets, one recently developed (since 2009) in a rural area vs. one already established (since 2004) in a university town (urban area). A total of 356 farmers' market visitors participated in the study. Respondents' comments from the two different farmers' markets are very much in agreement in the context of their needs and wants. Primarily, visitors want more product variety, an extended season, that is, not only limited to the summer season, and more vendors. The fact that more than half of the respondents regularly visit farmers' markets demonstrates their need and interest in locally produced foods. Given such strong interest, the potential for beneficial producer–consumer interactions in the sites studied appears to be enormous. Furthermore, farmers and other food producers have an ideal opportunity to increase the interest of consumers, ‘convert’ them to their foods and realise important benefits in the process. The overall findings also suggest opportunities for the establishment of other farmers' markets in a state (Alabama) with a long agricultural tradition.     

Predicting Consumers' Preferences for and Likely Buying of Local and Organic Produce: Results of a Choice Experiment

Data from consumer intercept surveying and a hypothetical choice experiment conducted in 11 Albuquerque, New Mexico, USA grocery stores were used to predict consumers' preferences for and likely buying of local and organic produce. Results indicate that consumers strongly prefer produce with local and/or organic attributes, but are generally less likely to buy produce with these attributes. Consumers' sociodemographic characteristics, knowledge of different produce types, distance traveled for food shopping, and metro-area location affected preferences and likely buying behavior. These results will help local farmers in New Mexico and other states improve their competitiveness, preserve agricultural traditions, and contribute to economic development.     

Theory into practice: meditations on cultures of accountability and interdisciplinarity in marketing research

Abstract

The emergence of a more reflexive and discerning customer has created inter alia a demand for ‘better’ food (i.e. quality and ‘authenticity’) in terms of sourcing, processing, and specialist distribution/retailing. As a consequence, the food production/distribution industry is under pressure to change many of its practices. One manifestation is the emergence of farmers' markets and the associated emphasis on ‘local’ food. This paper aims to identify the extent to which ‘conscious’ consumers are committed to buying local foodstuffs and supporting local food producers, especially from farmers’ markets. Given the exploratory nature of this research, a qualitative approach was undertaken using in-depth interviews with ‘conscious’ consumers. The results reveal that ‘conscious’ consumers recognise their own limitations (i.e. time, convenience, and price) but also demonstrate that integrating ethical considerations into their consumption behaviour is a complex and flexible task. A number of strategic actions for farmers’ markets are proposed to help differentiate their provision, particularly in terms of capitalising on perceptions of authenticity and locality.     

Perception of Risks and Preferences for Locally Grown Produce: A Marketing System Approach

In recent years, the “buy local” movement has escalated in popularity. This trend is redefining how value along the food chain is shared between producers, retailers, and consumers. A theoretical model was developed and used to evaluate how consumers formulate preferences for locally grown attributes, with an emphasis on consumers’ perceptions of food safety risk. Linkages between locally grown produce attributes, perceived macro outcomes, and value allocation to consumers are then examined using random utility discrete choice models. While results were mixed depending on frequency of purchasing locally grown produce, they do indicate that consumer preferences are driven by perceived food safety risk and other macro outcomes. For example, consumers who frequently purchase locally grown produce perceive these products to be environmentally friendly and to improve their quality of life.     

Factors affecting farmers market produce prices in Missouri

Produce marketers who participate as farmers market vendors or otherwise directly market their goods should understand not only the location-related characteristics that affect consumer selection of local, fresh produce but also the product attributes that consumers prefer to find in local products. Understanding attribute-price relationships will allow marketers to better plan for value-added marketing opportunities. Using a hedonic pricing model, this study analyzed the influence that product attribute levels have on prices for seven types of produce: sweet corn, tomatoes, cantaloupe, cucumbers, green beans, bell peppers, and zucchini. Based on data collected from Missouri farmers markets, multiple attributes affect produce price variation. In the dataset, one of the strongest effects was exerted by sale location. The importance of this finding is that prices can be collected in a single location and extrapolated to other farmers market locations, which implies reduced search and reporting costs in collecting representative farmers market produce prices. Additionally, a higher weight may increase prices for some types of produce but decrease prices of others after a certain point. Farmers market vendors, as well as other direct marketers, can use attribute pricing information to identify the quality attributes that consumers prefer.     

Are Farmers' Market Shoppers Different From Cross-Shoppers? The Case of Hawaiian Avocado Purchasers

Small- and medium-size growers use direct marketing and farmers’ markets to access customers and avoid supply chain intermediaries that increase costs of getting products to consumers. This study examined consumers’ use of agricultural product information sources and their shopping outlet patronage preferences for one type of locally grown produce: avocados.

Two farmers’ market segments were identified: 1) shops only farmers’ markets and 2) cross-shops grocery stores. Product information came from a variety of sources: media, retailers, and organizations. “Buy Local” or “product origin” were considered in produce shopping decisions. One dimension, “Buy Local,” was significant in differentiating farmers’ market segments.     

农村居民选择超市或集市购买的决定因素与比较——来自全国28个县(市)1308名农村居民的调查

农村居民选择超市或集市购买的决定因素对"农改超"和"农超对接"具有重要意义。本文对全国28个县(市)的1308位农村居民进行随机调查,研究结果表明,农村居民既选择农村集市又选择超市购买产品,但农村居民选择两者购买的意愿及其影响因素、感知程度等存在显著差异。农村居民选择集市或超市购买的共同决定因素包括产品质量可靠性和购买便利性;不同的决定因素体现为,农村居民选择在集市购买主要取决于购买文化与习惯,而选择在超市购买则取决于超市销售服务水平,这种决定因素的差异导致农村超市与传统集市互补共存。     

Evaluating the urban consumer with regard to sourcing local food: a Heart of England study

This paper critically explores consumer perceptions and trends regarding purchasing locally produced food. Until recently, much of the research in this area largely focused on regional consumers where rural consumers had reasonable access to locally produced food and were usually in close proximity to the producers within, or close to, their immediate community. Here, the objectives of the primary research focused instead on urban attitudes and perceptions of local food within the Greater Birmingham conurbation in the West Midlands region of the UK. Birmingham is by far the most highly populated urban area of the region, and with ample opportunities to promote local food. Consumers, based mainly in Birmingham and Wolverhampton, were questioned on their locally produced food‐buying habits and attitudes in order to determine any differences in urban perceptions and buying attitudes compared with rural counterparts, and also to identify any new and potential opportunities for local food producers. Originally, 1000 questionnaires were obtained from across Greater Birmingham and Wolverhampton. However, for the purposes of this paper, it was decided to focus on two urban city centres – Birmingham and Wolverhampton, with 148 questionnaires. The results indicate that urban consumers are generally confused about what the term ‘local’ food means. The reasons for purchasing local food, while generally consistent with national patterns, differed in that supporting the local producers was not regarded as important. Barriers to purchase were largely unsurprising for an urban area, as the top choices were ‘too expensive’ followed by ‘not readily available’ and ‘no time to find it’. Understanding, information, availability and access to local food emerge as the biggest challenges to urban consumers in buying local food.     

Factors Influencing Consumers’ Willingness to Pay for Organic Fruits and Vegetables: Empirical Evidence from a Consumer Survey in India

Numerous consumers confronted with increasing environmental problems, food safety issues, and augmentative health problems increasingly desire to have healthier and more natural foods grown in an eco-friendly manner. Hitherto organic foods only partly benefit from this increasing market environment, and their market share stays rather low despite high growth rates. This article aims to investigate consumers’ willingness to pay (WTP) for organic fruits and vegetables and relevant factors affecting consumers WTP. The contingent valuation method was selected to estimate WTP. Empirical data was drawn from a 250-consumer survey conducted in Bangalore during February 2013. A binomial logistic regression model was applied to obtain the value of WTP and determine the factors influencing it. The results indicated that about 90% of the consumers were willing to pay a premium price ranging between 5% to more than 100% in order to acquire better-quality fruits and vegetables; factors such as family income, size of the family, gender, and other opinion variables such as chemical residue in conventional foods, trust on retailers, taste, and environmental concerns significantly influence consumers’ WTP. More than 87% of the consumers indicated that high price, lack of availability, narrow range, and irregular supply are the major barriers for them to buy these products. The results provide useful evidence to pertinent governmental agencies in terms of assisting in the design of policies for the promotion of organic food production and marketing and reaching the target public. Furthermore, firms involved in the organic foods business may also see benefits when drawing information in order to calibrate marketing strategies.     

Sustainability marketing at the farmers’ market: An ethnographic analysis of ambiguous communication

Farmers’ markets have grown rapidly in recent decades. One explanation for this growth relates to consumers’ view that farmers’ market products are more sustainable. While many have analyzed customer preferences at farmers’ markets, few have examined farmers’ message strategies in this space. Little has been done to analyze the ways farmers use sustainability as a marketing approach. This ethnographic research is based on 100 hr of observation and in‐depth interviews with 36 participants and analyzes the ways farmers position their products as sustainable to customers. The findings indicate that sustainability is not a primary topic of conversation during customerfarmer interaction. However, related concepts such as environment, local, organic, and chemical serve as the proxies for sustainability, even though these messages are presented ambiguously.     

Local Versus Visitor Perceptions of Farmers’ Markets

There has been an increasing focus on the local food movement and farmers’ markets that supply this food. Most studies have focused on profiling the consumer or motivations for purchasing local food; however, few have focused on the differences in those who frequent such tourism offerings. The purpose of this research study, therefore, was to examine differences between visitors and residents regarding motivations and preferences for buying local and organic food at farmers’ markets. There has been an increasing focus on the local food market due to food security awareness, consumer responsibility, and food trends such as the 100-mile diet and preference of local and organic. Using 322 completed surveys, responses were analyzed to examine significant differences. The results show a difference in motivations of visitors and locals in regard to their frequenting of farmers markets, as well as the frequency of their use. Increasingly within tourism there has been a focus on the local or authentic tourism experience; therefore, understanding the differences in visitor preferences may help both destinations and the markets themselves to cater to different preferences among their clientele.     

Running wild in the marketplace: the articulation and negotiation of an alternative food network

ABSTRACT

In this paper, we examine how actors within what we conceptualise as an emerging wild food alternative network are navigating through the foodscape to find alternatives to homogenous and standardised food products. Drawing on data from different research engagements with wild food consumers and producers over the last decade in Canada, we use the context of wild foods to explore how the ‘alternative’ is being articulated and negotiated. Inspired by scholarly work exploring the pedagogical promise of food, we also explore the transformational potential of the ‘alternative’ – how bringing wild foods to the table can both inspire and teach consumers about sustainability and alternative consumption practices. We conclude with directions for future marketing research on alternative food networks.     

Winning ugly: Profit maximizing marketing strategies for ugly foods

Ugly foods meet nutritional and safety benchmarks but deviate from cosmetic and size standards. The marketability of ugly food is a major factor that frustrates field-level food rescue efforts. We investigate opportunities to promote ugly foods in a way that converts uniform negative preferences towards ugly food to more diverse and horizontally differentiated preferences where some consumers prefer ugly food to standard offerings and pay a premium. We conduct an online discrete choice experiment and find a portfolio of marketing strategies that significantly enhance respondent willingness to pay for ugly carrots. Dual messages that simultaneously (1) link the purchase of ugly food to reductions in food waste and (2) suggest ugly food is natural and authentic significantly improve willingness to pay. We also find respondents tolerate some level of mixing of ugly with standard carrots. We find the most profitable strategy is to form bunches that include 40% ugly and 60% standard carrots and to sell the bunches with green leaves attached at farmers markets where consumers receive dual marketing messages. Profit simulations confirm that, in the absence of such marketing strategies, farmers rationally create waste by discontinuing harvest when the percentage of remaining carrots that are ugly is high.     

Preference to Local Food vs. Preference to “National” and Regional Food

In the environment of globalisation and progressive liberalisation of the market, many small local producers were excluded from the market as uncompetitive to the producers realising scale economy due to their presence in large global market and being able to meet requirements of large retailers’ chains. As there is growing consumers’ interest to recover their identity, those of the local cultures and traditional values, there is a new chance for those small local producers. The problems of locally produced food recently awakened interest and aroused many discussions of practitioners and scholars as well. The aim of the presented study has been to test the parameters that influenced preferences among food product branded as national, regional, or local product. Presented models identified several consumers’ attitudes and feelings that are the main predictors of the relation between consumers’ preferences for local food and the preferences for national or regional food. Food made by local producers is perceived by consumers as being of higher quality and better complying with their habits and requirements than “regional” or “national” food products.     

Functional Foods and the Young

Factors such as raised consciousness about human health, development of the food industry, and medicine and branches of natural science studying the relation between nutrition and health have led to the popularization of foods with proven health effects. Such foods are called functional foods. Although there is growing interest in functional foods, there are several groups of consumers that are, more than others, interested in functional foods. To examine buying behavior and attitudes toward functional food of young consumers (18–30 years old) and to determine the most interested consumers, we conducted a survey using a self-administered questionnaire on a sample of 570 Croatian students. The majority of the respondents purchase functional foods, usually in supermarkets. Apart from taste, the most important functional food attribute is price/quality ratio. Respondents are buying functional foods because they believe that those foods are healthier and safer than other products. Examined market segments were based on respondents’ attitudes toward functional foods. The results of this research could be used in planning further development of the functional foods market for young consumers.     

多元农产品购买渠道下城市居民的选择和感知效用因素分析

文章基于1251位城市居民在早市摊贩、农贸市场、超市和社区便利店这四种生鲜农产品购买渠道的选择行为基础上,以主观感知效用为理论框架,使用Multinomial Logistic模型,分析了影响选择的产品效用、购买效用和其它效用,结果发现：四种渠道的选择相互独立;在产品效用中,安全卫生和新鲜程度对超市和社区便利店的选择具有显著的影响,而新鲜程度显著影响了居民选择农贸市场和早市摊贩,价格因素与四种渠道都是显著相关的;在购买效用中,购买环境和农贸市场具有正相关关系,距离便利与农贸市场和社区便利店显著正相关,距离便利店和早市摊贩显著负相关;居民个人的性别、年龄、学历、家庭人口数和所在行业等因素也影响了渠道选择     

Consumer Perceptions of “Functional Food” in the United States

There is a strong trend to market products that promise improved health in the United States. Functional food is a rather new concept promoting the healthfulness of foods. Functional food manufacturers should provide motivating and trustful marketing messages. However, since the term “functional foods” lacks definition, communication to consumers is challenging and can be confusing. This study investigates how U.S. consumers understand the concept of functional foods. An online survey containing 64 questions was structured to measure awareness, consumption, and trust toward functional foods. Based on a definition provided in the survey, a clear minority (15%) of the respondents (n = 1027) stated they had heard of functional foods before the survey. Compared to the respondents who had not heard of functional foods, they more often used whole wheat cereals, vegetable juice, carrots, toast with high fibre and green tea (Chi-square –test, p < 0.001). Food and drug administration (FDA), health associations, and dieticians were the most trusted sources of information for functional food decisions with 28%, 24%, and 20% shares of the respondents, respectively. Food producers, food retailers and media together were chosen as the most trustworthy source by less than 1.5%. We concluded U.S. consumers find functional foods confusing and even unreliable. To strengthen their confidence, we suggest clear and transparent collaboration with nutrition and health specialist and product- specific marketing messages based on solid scientific documentation.