IDEAS home Printed from https://ideas.repec.org/a/caa/jnlage/v65y2019i11id69-2019-agricecon.html
   My bibliography  Save this article

Who spends the most money at farmers' markets?

Author

Listed:
  • Ladislav Pilař

    (Department of Management, Faculty of Economics and Management, Czech University of Life Sciences Prague, Prague, Czech Republic)

  • Lucie Kvasničková Stanislavská

    (Department of Management, Faculty of Economics and Management, Czech University of Life Sciences Prague, Prague, Czech Republic)

  • Pavel Moulis

    (Department of Management, Faculty of Economics and Management, Czech University of Life Sciences Prague, Prague, Czech Republic)

  • Roman Kvasnička

    (Department of Systems Engineering, Faculty of Economics and Management, Czech University of Life Sciences Prague, Prague, Czech Republic)

  • Stanislav Rojík

    (Department of Management, Faculty of Economics and Management, Czech University of Life Sciences Prague, Prague, Czech Republic)

  • Ivana Tichá

    (Department of Management, Faculty of Economics and Management, Czech University of Life Sciences Prague, Prague, Czech Republic)

Abstract

Farmers' markets have been booming in recent years and are becoming an important alternative food network. They enable farmers to sell their products directly to customers and thus shorten the supply chain. Market organisers must meet the needs of both consumers and vendors by ensuring customer satisfaction while maintaining profitability for vendors. The present study identified four basic segments at farmers' markets, as follows: (1) product-oriented customers; (2) personal social responsibility-oriented customers; (3) entertainment and emotional-oriented customers; (4) alternative food-oriented customers. These segments were analysed using Structural Equation Modeling in relation to the amount of money spent on average at a farmers' market. The results indicate that most money was spent at farmers' market segments that are oriented at entertainment and emotional-oriented and product-oriented customers. This indicates that farmers' markets are no longer just a place to purchase fresh, high-quality food, but also a place that people visit for its atmosphere, for the food that can be eaten on-site, and to buy products not for direct consumption (e.g. flowers). It also proved the negative moderation effect of entertainment-oriented motivation on the amount of money spent with connection to product-orientation, which suggests that entertainment-orientated customers spend more than product-oriented customers.

Suggested Citation

  • Ladislav Pilař & Lucie Kvasničková Stanislavská & Pavel Moulis & Roman Kvasnička & Stanislav Rojík & Ivana Tichá, 2019. "Who spends the most money at farmers' markets?," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 65(11), pages 491-498.
    • Handle: RePEc:caa:jnlage:v:65:y:2019:i:11:id:69-2019-agricecon
    DOI: 10.17221/69/2019-AGRICECON
    as

    Download full text from publisher

    File URL: http://agricecon.agriculturejournals.cz/doi/10.17221/69/2019-AGRICECON.html
    Download Restriction: free of charge
    File URL: http://agricecon.agriculturejournals.cz/doi/10.17221/69/2019-AGRICECON.pdf
    Download Restriction: free of charge
    File URL: https://libkey.io/10.17221/69/2019-AGRICECON?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Schmit, T.M. & Gómez, M.I., 2011. "Developing viable farmers markets in rural communities: An investigation of vendor performance using objective and subjective valuations," Food Policy, Elsevier, vol. 36(2), pages 119-127, April.
    2. Tong, Daoqin & Ren, Fang & Mack, James, 2012. "Locating farmers’ markets with an incorporation of spatio-temporal variation," Socio-Economic Planning Sciences, Elsevier, vol. 46(2), pages 149-156.
    3. Lusk, Jayson L. & Norwood, F. Bailey, 2016. "Some vegetarians spend less money on food, others don't," Ecological Economics, Elsevier, vol. 130(C), pages 232-242.
    4. Katia A. Figueroa-Rodríguez & María del Carmen Álvarez-Ávila & Fabiola Hernández Castillo & Rita Schwentesius Rindermann & Benjamín Figueroa-Sandoval, 2019. "Farmers’ Market Actors, Dynamics, and Attributes: A Bibliometric Study," Sustainability, MDPI, vol. 11(3), pages 1-15, January.
    5. Birch, Dawn & Memery, Juliet & De Silva Kanakaratne, Maheshan, 2018. "The mindful consumer: Balancing egoistic and altruistic motivations to purchase local food," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 221-228.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kamila Vesela & Lucie Severova & David Krizek, 2021. "Nutritional Values of Foods on a Population of the Czech Republic," Sustainability, MDPI, vol. 13(14), pages 1-13, July.
    2. Zeinal Hamadani, Ali & Abouei Ardakan, Mostafa & Rezvan, Taghi & Honarmandian, Mohammad Mehran, 2013. "Location-allocation problem for intra-transportation system in a big company by using meta-heuristic algorithm," Socio-Economic Planning Sciences, Elsevier, vol. 47(4), pages 309-317.
    3. Jeffrey K. O'Hara & Nony Dutton & Nick Stavely, 2022. "The influence of farmers markets' characteristics on vendor sales," Agribusiness, John Wiley & Sons, Ltd., vol. 38(2), pages 295-311, April.
    4. Dru Montri & Kimberly Chung & Bridget Behe, 2021. "Farmer perspectives on farmers markets in low-income urban areas: a case study in three Michigan cities," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 38(1), pages 1-14, February.
    5. Jinsoo Hwang & Heather (Markham) Kim & Jinkyung Jenny Kim, 2023. "Examining the Importance of Motivation and Its Impact on Outcome Variables in the Context of Edible Insect Restaurant," SAGE Open, , vol. 13(2), pages 21582440231, June.
    6. Lianne Foti & Avis Devine, 2019. "High Involvement and Ethical Consumption: A Study of the Environmentally Certified Home Purchase Decision," Sustainability, MDPI, vol. 11(19), pages 1-11, September.
    7. Hazem Ali & Min Li & Yunhong Hao, 2021. "Purchasing Behavior of Organic Food among Chinese University Students," Sustainability, MDPI, vol. 13(10), pages 1-17, May.
    8. Liu, Chih-Hsing & Gan, Bernard & Ko, Wen-Hwa & Teng, Chih-Ching, 2022. "Comparison of localized and foreign restaurant brands for consumer behavior prediction," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    9. Nketiah, Emmanuel & Song, Huaming & Obuobi, Bright & Adu-Gyamfi, Gibbson & Adjei, Mavis & Cudjoe, Dan, 2022. "Citizens' willingness to pay for local anaerobic digestion energy: The influence of altruistic value and knowledge," Energy, Elsevier, vol. 260(C).
    10. Tan, Teck Ming & Makkonen, Hannu & Kaur, Puneet & Salo, Jari, 2022. "How do ethical consumers utilize sharing economy platforms as part of their sustainable resale behavior? The role of consumers’ green consumption values," Technological Forecasting and Social Change, Elsevier, vol. 176(C).
    11. Tandon, Anushree & Dhir, Amandeep & Kaur, Puneet & Kushwah, Shiksha & Salo, Jari, 2020. "Why do people buy organic food? The moderating role of environmental concerns and trust," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    12. Rachel Corry & Jessica Holt & Alexa J. Lamm & Abigail Borron, 2023. "Do You Really Want to Know? Exploring Desired Information Transparency for Local Food Products," Sustainability, MDPI, vol. 15(24), pages 1-16, December.
    13. Josephine Lauterbach & Christina Bantle, 2022. "“For More Diversity, Better Taste and My Own Health” Exploring Organic Consumers’ Purchasing Motives for Heirloom Vegetable Varieties," Sustainability, MDPI, vol. 14(7), pages 1-16, March.
    14. Erni Rusyani & Rambabu Lavuri & Ardi Gunardi, 2021. "Purchasing Eco-Sustainable Products: Interrelationship between Environmental Knowledge, Environmental Concern, Green Attitude, and Perceived Behavior," Sustainability, MDPI, vol. 13(9), pages 1-12, April.
    15. Pierre Chiaverina & Sophie Drogué & Florence Jacquet & Larry Lev & Robert King, 2023. "Does short food supply chain participation improve farm economic performance? A meta‐analysis," Agricultural Economics, International Association of Agricultural Economists, vol. 54(3), pages 400-413, May.
    16. Daniel Francisco Pais & António Cardoso Marques & José Alberto Fuinhas, 2022. "The cost of healthier and more sustainable food choices: Do plant-based consumers spend more on food?," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 10(1), pages 1-21, December.
    17. Besik, Deniz & Nagurney, Anna, 2017. "Quality in competitive fresh produce supply chains with application to farmers' markets," Socio-Economic Planning Sciences, Elsevier, vol. 60(C), pages 62-76.
    18. D'Souza, Clare & Brouwer, Anne Renée & Singaraju, Stephen, 2022. "Veganism: Theory of planned behaviour, ethical concerns and the moderating role of catalytic experiences," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    19. Jordana Fuchs-Chesney & Subhashni Raj & Tishtar Daruwalla & Catherine Brinkley, 2023. "All roads lead to the farmers market?: using network analysis to measure the orientation and central actors in a community food system through a case comparison of Yolo and Sacramento County, Californ," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 40(1), pages 157-173, March.
    20. Ouidade Sabri & Van Doan Hai & Faten Malek & Hager Bachouche, 2019. "When Is Transparent Packaging Beneficial?," Working Papers 2019-006, Department of Research, Ipag Business School.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:caa:jnlage:v:65:y:2019:i:11:id:69-2019-agricecon. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Ivo Andrle (email available below). General contact details of provider: https://www.cazv.cz/en/home/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.