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Consumers' attitude towards farmers' markets: an explorative analysis in Tuscany

Author

Listed:
  • Alessio Cavicchi

    (Università di Macerata)

  • Benedetto Rocchi, Matteo Baldeschi

    (Università di Firenze)

Abstract

Farmers Markets (FMs) around the world are often considered as one key response to the less sustainable conventional food production systems. Despite the economic crisis, international studies show that the most important factor leading people to buy fresh products in these points of sale is the quality. In fact, consumers usually cite \better food quality", \locally produced foods", \higher social interaction" and \learning directly about the vendors and their food production practices", as the principal motivations in buying in FM environment. In this paper the results of a survey carried out in several FMs and shops in Tuscany are presented. A sample of consumers were interviewed on-site using a structured questionnaire. The attitude of respondent towards FM was assessed using a test scale composed of 16 items referring to five different features of this form of distribution, supposed to be relevant in the consumer choice: quality of products, direct contact with farmers, convenience, environmental sustainability, and support for rural development processes. The high level of reliability of the attitude scale allowed its use in performing a cluster analysis of observed units. The cluster analysis allowed to identify two groups of consumers with different characteristics both in term of socio-economic descriptive variables and in term of attitudes and motivations towards FMs.

Suggested Citation

  • Alessio Cavicchi & Benedetto Rocchi, Matteo Baldeschi, 2011. "Consumers' attitude towards farmers' markets: an explorative analysis in Tuscany," Working Papers 31-2011, Macerata University, Department of Studies on Economic Development (DiSSE), revised Feb 2011.
    • Handle: RePEc:mcr:wpaper:wpaper00031
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    File URL: http://www.unimc.it/sviluppoeconomico/wpaper/wpaper00031/filePaper
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    Citations

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    Cited by:

    1. Sara Fabbrizzi & Silvio Menghini & Nicola Marinelli, 2014. "The Short Food Supply Chain: A Concrete Example of Sustainability. A Literature Review," RIVISTA DI STUDI SULLA SOSTENIBILITA', FrancoAngeli Editore, vol. 2014(2), pages 189-206.
    2. Bavorova, Miroslava & Unay-Gailhard, İlkay & Lehberger, Mira, 2016. "Who buys from farmers’ markets and farm shops: The case of Germany," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 40(1), pages 107-114.
    3. Anna Uliano & Marcello Stanco & Concetta Nazzaro, 2023. "Short Food Supply Chain and Resilience: An Analysis during COVID-19 Pandemic in Inner Areas of Campania Region," Sustainability, MDPI, vol. 15(17), pages 1-13, August.
    4. Gaviglio, Anna & Demartini, Eugenio & Pirani, Alberto & Marescotti, Maria Elena & Bertocchi, Mattia, 2015. "National Brands versus Private Labels versus Niche Products: a graphical representation of consumers' perception," 143rd Joint EAAE/AAEA Seminar, March 25-27, 2015, Naples, Italy 202731, European Association of Agricultural Economists.
    5. Irz, Xavier & Leroy, Pascal & Réquillart, Vincent & Solerb, Louis-Georges, 2015. "Farmers' Markets and Farm Shops in Germany: is the motivation to buy there the same?," 143rd Joint EAAE/AAEA Seminar, March 25-27, 2015, Naples, Italy 202721, European Association of Agricultural Economists.
    6. Zsófia Benedek & Imre Fertő & Lajos Baráth & József Tóth, 2014. "Differences of small-scale farmers and the related short agri-food value chains An empirical evidence from Hungary," CERS-IE WORKING PAPERS 1409, Institute of Economics, Centre for Economic and Regional Studies.

    More about this item

    Keywords

    food miles; Alternative Food Networks (AFN); sustainability; Italy; Short Food Supply Chain (SFSC);
    All these keywords.

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness

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