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Sustainability 2017, 9(11), 1958; doi:10.3390/su9111958

Motivations Underlying Consumers’ Preference for Farmers’ Markets in Klang Valley: A Means-End Chain Approach

1
Institute of Agricultural and Food Policy Studies, Universiti Putra Malaysia, Putra Infoport, Jalan Kajang-Puchong, 43400 UPM Serdang, Selangor, Malaysia
2
Department of Agricultural Technology, Jenderal Soedirman University, Purwokerto 53123, Central Java, Indonesia
3
School of Agriculture, Food and Wine, The University of Adelaide, Urrbrae 5064, South Australia, Australia
4
Putra Business School, 43400 UPM Serdang, Selangor, Malaysia
*
Author to whom correspondence should be addressed.
Received: 29 September 2017 / Revised: 21 October 2017 / Accepted: 24 October 2017 / Published: 27 October 2017
(This article belongs to the Section Sustainable Agriculture, Food and Wildlife)
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Abstract

In an increasingly competitive market environment, understanding why consumers purchase fresh produce from farmers’ markets is pivotal to understanding the markets’ value and to strengthening the rural economy. This is the first study to employ a means-end chain (MEC) framework to analyze the motivations underlying consumer preference for farmers’ markets. The linkages between these motivators are important steps in understanding why consumers purchase fresh produce from farmers’ markets. Based on in-depth interviews with 212 shoppers at the farmers’ markets in the Klang Valley, Malaysia, we identified the attributes ‘fresh’, ‘nearby’, ‘variety’, and ‘cheap’ as the means of achieving self-directed personal values (e.g., ‘expenses are better managed’), security values (‘live longer’), and benevolent values (e.g., ‘close the ties’). The insights gained should prove useful to policy-makers and to the farmers’ market sector, allowing them to more effectively communicate with consumers from the basis of a better understanding of the attributes, benefits, and personal values influencing them. View Full-Text
Keywords: consumer choice; farmers’ markets; means-end chain; motivations; personal values consumer choice; farmers’ markets; means-end chain; motivations; personal values
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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

Tey, Y.S.; Arsil, P.; Brindal, M.; Teoh, C.T.; Lim, H.W. Motivations Underlying Consumers’ Preference for Farmers’ Markets in Klang Valley: A Means-End Chain Approach. Sustainability 2017, 9, 1958.

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