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Back to the Future? Understanding Change in Food Habits of Farmers' Market Customers

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  • Pascucci, Stefano
  • Cicatiello, Clara
  • Franco, Silvio
  • Pancino, Barbara
  • Davide, Marino

Abstract

This study analyses how attending farmers markets may affect consumers’ willingness to change food habits toward high-quality products. A discrete choice model was applied using data collected through an extensive field survey in 2009, which involved 400 consumers in 12 different farmers’ markets in Italy. Changing consumption habits was examined taking into account attendees' personal profile, motivations, the main features of the farmers' markets, as well as the local social context. Attendees reported an increased consumption of organic products, and fresh vegetables. Motivation seems to play an important role as a driver of change. Results also indicate that consumers sensitive to environmental issues related to their consumption choices, are more likely to change food habits in favor of high-quality foods as well as consumers who are looking for fresh products. Based on these findings, possible interventions are explored to further develop farmers' markets and promote high-quality consumption.

Suggested Citation

  • Pascucci, Stefano & Cicatiello, Clara & Franco, Silvio & Pancino, Barbara & Davide, Marino, 2011. "Back to the Future? Understanding Change in Food Habits of Farmers' Market Customers," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 14(4), pages 1-22, November.
    • Handle: RePEc:ags:ifaamr:117604
    DOI: 10.22004/ag.econ.117604
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    1. Murakami, Tomoaki & Nakajima, Shinsaku & Takahashi, Taro & Nishihara, Yukinaga & Imai, Asako & Kikushima, Ryousuke & Sato, Takeshi, 2014. "Spatially Varying Impacts of Farmers Markets on Agricultural Land Use," 2014 Annual Meeting, July 27-29, 2014, Minneapolis, Minnesota 170668, Agricultural and Applied Economics Association.
    2. Stobbe, Tracy, 2016. "Making Sense of the Dollars Spent at Farmers’ Markets," Journal of Food Distribution Research, Food Distribution Research Society, vol. 47(2), pages 1-24, July.
    3. Finco, A. & Sargentoni, T. & Tramontano, A. & Bentivoglio, Deborah & Rasetti, M., 2013. "Economic Sustainability of Short Food Supply Chain in the Italian Olive Oil Sector: A Viable Alternative for Tunisian Agrofood Market?," 2013 Fourth International Conference, September 22-25, 2013, Hammamet, Tunisia 160681, African Association of Agricultural Economists (AAAE).
    4. Bonanno, Alessandro & Cembalo, L. & Caracciolo, Francesco & Dentoni, D. & Pascucci, S., 2013. "Farms’ Performance and Short Supply Chains in Italy: an Econometric Analysis," 2013 Second Congress, June 6-7, 2013, Parma, Italy 149899, Italian Association of Agricultural and Applied Economics (AIEAA).
    5. Luca Falasconi & Matteo Vittuari & Alessandro Politano & Andrea Segrè, 2015. "Food Waste in School Catering: An Italian Case Study," Sustainability, MDPI, vol. 7(11), pages 1-16, November.
    6. Bimbo, Francesco & Viscecchia, Rosaria & Nardone, Gianluca, 2012. "Does the alternative food supply network affect the human health?," 126th Seminar, June 27-29, 2012, Capri, Italy 126060, European Association of Agricultural Economists.
    7. Corsi, Alessandro & Frontuto, Vito & Novelli, Silvia, 2022. "Relational goods and direct purchase from farmers: estimating the value of the relationship between consumers and producers," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 25(2), March.
    8. Clara Cicatiello, 2020. "Alternative food shoppers and the “quantity dilemma”: a study on the determinants of their purchases at alternative markets," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 8(1), pages 1-13, December.
    9. Francesco Bimbo & Rosaria Viscecchia & Gianluca Nardone, 2013. "L?effetto della "filiera corta" sul livello di obesit? in Italia," Economia agro-alimentare, FrancoAngeli Editore, vol. 15(2), pages 97-110.
    10. Emanuele Blasi & Clara Cicatiello & Barbara Pancino & Silvio Franco, 2015. "Alternative food chains as a way to embed mountain agriculture in the urban market: the case of Trentino," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 3(1), pages 1-13, December.
    11. Pilar, Ladislav & Balcarova, Tereza & Rojik, Stanislav & Ticha, Ivana & Polakova, Jana, 2018. "Customer experience with farmers’ markets: what hashtags can reveal," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 21(6), July.
    12. Corsi, Alessandro & Novelli, Silvia, 2015. "The value of direct farmers-consumers relationships as determinants of consumers' purchase choices," 143rd Joint EAAE/AAEA Seminar, March 25-27, 2015, Naples, Italy 202749, European Association of Agricultural Economists.
    13. Bimbo, Francesco & Bonanno, Alessandro & Nardone, Gianluca & Viscecchia, Rosaria, 2015. "The Hidden Benefits of Short Food Supply Chains: Farmers’ Markets Density and Body Mass Index in Italy," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 18(1), pages 1-16, February.
    14. Gumirakiza, Jean Dominique & Curtis, Kynda R. & Bosworth, Ryan C., 2014. "Who Attends Farmers’ Markets and Why? Understanding Consumers and their Motivations," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 17(2), pages 1-18, May.
    15. Gallardo, R. Karina & Olanie, Aaron & Ordóñez, Rita & Ostrom, Ostrom, 2015. "The Use of Electronic Payment Machines at Farmers Markets: Results from a Choice Experiment Study," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 18(1), pages 1-26, February.
    16. Marino, Davide & Mastronardi, Luigi & Franco, Silvio & De Gregorio, Daniela & Cicatiello, Clara & Pancino, Barbara, 2013. "Farmers’ Markets, Producer and Consumer Behaviour: Analysis of Interactions with the Metrics of Sustainability," 2013 International European Forum, February 18-22, 2013, Innsbruck-Igls, Austria 164751, International European Forum on System Dynamics and Innovation in Food Networks.
    17. Clara Cicatiello & Silvio Franco & Emanuele Blasi & Barbara Pancino, 2015. "How Sustainable are Food Systems? One Step beyond the Concept," RIVISTA DI STUDI SULLA SOSTENIBILITA', FrancoAngeli Editore, vol. 2015(1), pages 181-196.
    18. Mark Azavedo & John Walsh, 2018. "How important is Food at Farmers’ Markets? Evidence from Bardon Farmers’ Market, Brisbane, Queensland, Australia," Academic Journal of Economic Studies, Faculty of Finance, Banking and Accountancy Bucharest,"Dimitrie Cantemir" Christian University Bucharest, vol. 4(3), pages 32-39, September.
    19. Marino Davide & Giannelli Agostino & Mazzocchi Giampiero & Mastronardi Luigi & Giaccio Vincenzo, 2018. "Territorialisation dynamics for Italian farms adhering to Alternative Food Networks," Bulletin of Geography. Socio-economic Series, Sciendo, vol. 40(40), pages 113-131, June.
    20. Owusu, Victor & Owusu Anifori, Michael, 2013. "Consumer Willingness to Pay a Premium for Organic Fruit and Vegetable in Ghana," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 16(1), pages 1-20, February.
    21. Daniela Craveiro & Sibila Marques & Ana Marreiros & Ruth Bell & Matluba Khan & Cristina Godinho & Sonia Quiroga & Cristina Suárez, 2019. "Equity, Health, and Sustainability with PROVE: The Evaluation of a Portuguese Program for a Short Distance Supply Chain of Fruits and Vegetables," IJERPH, MDPI, vol. 16(24), pages 1-15, December.
    22. Patrick Mundler & Sophie Laughrea, 2015. "Circuits alimentaires de proximité - Quels bénéfices pour le développement des territoires? Étude de cas dans trois territoires québécois," CIRANO Project Reports 2015rp-21, CIRANO.

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