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Consumer perceptions and attitudes towards Farmers' Markets: the case of a Slow Food "Earth Market"®

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  • Claudia Bazzani
  • Daniele Asioli
  • Maurizio Canavari
  • Elisabetta Gozzoli

Abstract

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 conducted a survey 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.

Suggested Citation

  • Claudia Bazzani & Daniele Asioli & Maurizio Canavari & Elisabetta Gozzoli, 2016. "Consumer perceptions and attitudes towards Farmers' Markets: the case of a Slow Food "Earth Market"®," Economia agro-alimentare, FrancoAngeli Editore, vol. 18(3), pages 283-302.
    • Handle: RePEc:fan:ecaqec:v:html10.3280/ecag2016-003003
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    References listed on IDEAS

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    1. Antonio Tencati & Laszlo Zsolnai, 2012. "Collaborative Enterprise and Sustainability: The Case of Slow Food," Journal of Business Ethics, Springer, vol. 110(3), pages 345-354, October.
    2. Claudia Bazzani & Maurizio Canavari, 2013. "Alternative Agri-Food Networks and Short Food Supply Chains: a review of the literature," Economia agro-alimentare, FrancoAngeli Editore, vol. 15(2), pages 11-34.
    3. Rocchi, Benedetto & Cavicchi, Alessio & Baldeschi, M., 2010. "Consumers’ attitude towards farmers’ markets in Tuscany," 116th Seminar, October 27-30, 2010, Parma, Italy 95224, European Association of Agricultural Economists.
    4. Susan Cholette, 2011. "Addressing the greenhouse gas emissions associated with food distribution: a case study of Californian farmers? markets," Economia agro-alimentare, FrancoAngeli Editore, vol. 13(3), pages 145-169.
    5. Govindasamy, Ramu & Zurbriggen, Marta & Italia, John & Adelaja, Adesoji O. & Nitzsche, Peter & VanVranken, Richard, 1998. "Farmers Markets: Consumer Trends, Preferences, and Characteristics," P Series 36722, Rutgers University, Department of Agricultural, Food and Resource Economics.
    6. Roberta Raffaelli & Lorena Coser & Geremia Gios, 2009. "Esperienze di filiera corta nell?agro-alimentare: un?indagine esplorativa in provincia di Trento," Economia agro-alimentare, FrancoAngeli Editore, vol. 11(1), pages 25-42.
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    Cited by:

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    More about this item

    Keywords

    Earth Market®; Slow Food association®; local food; Italy; consumers; attitudes; segmentation.;
    All these keywords.

    JEL classification:

    • Q01 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - General - - - Sustainable Development
    • Q13 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Agricultural Markets and Marketing; Cooperatives; Agribusiness
    • Q15 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Agriculture - - - Land Ownership and Tenure; Land Reform; Land Use; Irrigation; Agriculture and Environment

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