Consumer perceptions and attitudes towards farmers' markets: the case of a Slow Food “Earth Market”

Summary

Summary: This research aims to investigate attitudes, motivations and purchasing
behaviour and identify consumer segments among Earth Market’s shoppers. The
Earth Markets® are a particular type of Farmers’ Markets which are organized and
promoted by Slow Food® association. Thus, in the Earth Markets® the criteria of
the Slow Food philosophy may play an important role to define the profile of Earth
Market’s® shoppers. We performed a survey conducted on a sample of 185 consumers
who buy food products at the Earth Market of Bologna in Italy during fall 2011. Data
were analyzed using descriptive, bivariate and multivariate statistics. Results show
that consumers perceive food products of the Earth Market® as tasty, high quality,
fresh, local, seasonal and safe. Social and environmental aspects are the main factors
that drive consumers to buy at the Earth Market. Three consumer segments were
identified, described and discussed. Suggestions and recommendations for farmers,
Slow Food® association and policy makers are provided.

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DOI : doi.org/10.3280/ECAG2016-00300...