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Consumers' attitude towards farmers' markets in Tuscany

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Author Info

  • Benedetto Rocchi
  • Alessio Cavicchi
  • Matteo Baldeschi

Abstract

Farmers’ markets (FMS) around the world are often considered to be a key response to the less sustainable conventional food production systems.Iinternational studies show that the most important factor leading people to buy fresh products despite the economic crisis at FMS is quality. This paper presents the results of a survey carried out in several FMS and shops in Tuscany. The attitude of respondents to FMS was assessed using a questionnaire of 16 items with scaled responses referring to five different features relevant in consumer choice: quality of products, direct contact with farmers, price, environmental sustainability, and support for rural development processes. The high level of reliability of the questionnaire scales made it suitable for a cluster analysis that identifies two groups of consumers with different characteristics both in terms of socio-economic descriptive variables and in term of attitudes and motivations towards FMS.

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Bibliographic Info

Article provided by Rosenberg & Sellier Editori in Torino srl in its journal Sviluppo Locale.

Volume (Year): 15 (2011-12)
Issue (Month): 37-38 ()
Pages: 5-23

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Handle: RePEc:svi:sviloc:v:15:y:2011:i:37/38:p:5-23

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Web page: http://www.rosenbergesellier.it/

Related research

Keywords: farmers’ markets; food miles; sustainability; short food supply chain; attitude scales;

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