Short and Local Supply Chains (SLSC) has been continuously increasing in the last decades as one of key response to sustainability problems raised by conventional food production systems in which farmer’s markets (FMs) are an example. The Earth Markets® (EMs) are a peculiar type of FMs organized and sponsored by Slow Food association, which are spreading both in the EU and US. This research aims to describe attitudes, motivations and purchasing behaviour of consumers who buy food products in an EM and to identify possible consumer segments among EM shoppers. To achieve this goal, we performed a quantitative survey conducted on a sample of 185 consumers who buy food products at the EM of Bologna (Mercato della Terra di Bologna - MTB) in Italy. Data were analyzed using descriptive statistics, Principal component analysis (PCA), cluster analysis (CA), ANOVA and Cross-tabulations analysis. Results show that consumers perceive food products of MTB as tasty, high quality, fresh, local, seasonal and safe. Social and environmental aspects are the main factors related to the choice to buy at MTB, since consumers consider their purchase as a way to support family-run and local farms, to contribute to the improvement of local economy and to pollution reduction. Three consumer segments were identified, described and discussed. On the basis of these segments and their typical consumer profiles recommendations and suggestions to practitioners and academia are provided.
Consumer perceptions and attitudes towards Farmers ’ Markets : the case of the Bologna “ Earth Market ” ®
Claudia Bazzani;
2013-01-01
Abstract
Short and Local Supply Chains (SLSC) has been continuously increasing in the last decades as one of key response to sustainability problems raised by conventional food production systems in which farmer’s markets (FMs) are an example. The Earth Markets® (EMs) are a peculiar type of FMs organized and sponsored by Slow Food association, which are spreading both in the EU and US. This research aims to describe attitudes, motivations and purchasing behaviour of consumers who buy food products in an EM and to identify possible consumer segments among EM shoppers. To achieve this goal, we performed a quantitative survey conducted on a sample of 185 consumers who buy food products at the EM of Bologna (Mercato della Terra di Bologna - MTB) in Italy. Data were analyzed using descriptive statistics, Principal component analysis (PCA), cluster analysis (CA), ANOVA and Cross-tabulations analysis. Results show that consumers perceive food products of MTB as tasty, high quality, fresh, local, seasonal and safe. Social and environmental aspects are the main factors related to the choice to buy at MTB, since consumers consider their purchase as a way to support family-run and local farms, to contribute to the improvement of local economy and to pollution reduction. Three consumer segments were identified, described and discussed. On the basis of these segments and their typical consumer profiles recommendations and suggestions to practitioners and academia are provided.
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