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Consumers’ and farmers’ characteristics in short food supply chains: an exploratory analysis

Stanco, Marcello and Lerro, Marco and Marotta, Giuseppe and Nazzaro, Concetta (2019): Consumers’ and farmers’ characteristics in short food supply chains: an exploratory analysis. Studies in Agricultural Economics, 121 (2). pp. 67-74. ISSN 2063 0476

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A “farmers’ market” identifies a common area where farmers meet periodically to sell food products which do not need to be processed before consumption. Farmers’ markets have recently experienced steady growth mainly due to increasing demand for traditional foods and rising consumers’ interest towards locally produced food products. It is also the case that they provide transparency along the supply chain and decrease information asymmetries. This study attempts to define the farmers and consumers of farmers’ markets in terms of both their socio-demographic and their attitudinal characteristics. Data gathering was performed carrying out face-to-face interviews with sixty farmers and consumers. The study findings show that the majority of consumers purchasing at farmers’ markets are women, with an average age of 49 and with a high level of education. They attach great value to the availability of fresh and organic products with a good value for money. Farmers, by contrast, are mainly male, with an average age of 45 years, a high school degree and several years of experience in farming. They value more the creation of a direct and durable relationship with consumers in order to convey information about the quality and authenticity of their products. The study offers useful implications to policy makers on how to encourage the creation of farmers’ markets as well as spread the shared value created among farmers and consumers.

Item Type: Article
Additional Information: Q13, Q18
Uncontrolled Keywords: Farmers’ market, Food related lifestyle, Edinburgh Farming Attitudes Scale, Consumers, Farmers
Depositing User: Csaba Menyhárt
Date Deposited: 27 Aug 2019 08:40
Last Modified: 27 Aug 2019 08:40

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