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Sustainability 2015, 7(6), 6626-6651; doi:10.3390/su7066626

Albanian and UK Consumers’ Perceptions of Farmers’ Markets and Supermarkets as Outlets for Organic Food: An Exploratory Study

Institute for Management, Governance and Society (IMaGeS), Robert Gordon University, Garthdee Road, AB10 7QB Aberdeen, UK
Academic Editors: Panayiota Alevizou and Caroline J. Oates
Received: 1 April 2015 / Revised: 11 May 2015 / Accepted: 21 May 2015 / Published: 26 May 2015
(This article belongs to the Special Issue Challenges for Marketers in Sustainable Production and Consumption)
View Full-Text   |   Download PDF [776 KB, uploaded 26 May 2015]


The purpose of this paper is to elicit UK and Albanian consumers’ perceptions of food outlets in order to understand their views on supermarkets and farmers’ markets as outlets for organic food. A qualitative research methodology was chosen as the best way to get an in-depth understanding of how consumers of these two different countries understand and evaluate buying organic food from two different food outlets. This exploratory research is a first step to find out how and why organic food is being bought in supermarkets and farmers’ markets. The results show that respondents associated organic with vegetables and fruit, that taste good, are healthy, and are free of pesticides and hormones. The importance of motives varies between the outlets they prefer for buying organic food. An interesting finding is the fact that Albanian respondents refer to the farmers’ markets as the villagers’ market. View Full-Text
Keywords: organic food; farmers’ markets; supermarkets; consumer perception organic food; farmers’ markets; supermarkets; consumer perception
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (CC BY 4.0).

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MDPI and ACS Style

Qendro, A.-E. Albanian and UK Consumers’ Perceptions of Farmers’ Markets and Supermarkets as Outlets for Organic Food: An Exploratory Study. Sustainability 2015, 7, 6626-6651.

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