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Challenging factors of farmer-to-consumer direct marketing: An empirical analysis of German livestock owners

Author

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  • Wille, Stefan Clemens
  • Barklage, Britta
  • Spiller, Achim
  • von Meyer-Höfer, Marie

Abstract

Farmer-to-consumer direct marketing provides an alternative marketing strategy for farmers, ensuring their income while also meeting consumers' increasing demand for local food. This study evaluates the challenging factors of this marketing channel from the farmers' viewpoint. A CAPI survey was carried out among 121 German livestock owners. The results of a cluster analysis demonstrate that the location of the farm represents the most challenging requirement for the interviewed farmers. The cluster analysis additionally reveals that most of the livestock owners see problems with the implementation of requirements concerning the personal challenges of direct farm marketing (especially hygiene regulations, self-motivation and customer contact).

Suggested Citation

  • Wille, Stefan Clemens & Barklage, Britta & Spiller, Achim & von Meyer-Höfer, Marie, 2018. "Challenging factors of farmer-to-consumer direct marketing: An empirical analysis of German livestock owners," DARE Discussion Papers 1807, Georg-August University of Göttingen, Department of Agricultural Economics and Rural Development (DARE).
    • Handle: RePEc:zbw:daredp:1807
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    Keywords

    farmer-to-consumer direct marketing; local farm products; German livestock owners;
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