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Sustainability 2016, 8(11), 1157;

Consumers’ Sense of Farmers’ Markets: Tasting Sustainability or Just Purchasing Food?

Department of Agricultural, Food and Environmental Sciences (D3A), Università Politecnica delle Marche, Via Brecce Bianche, 60131 Ancona, Italy
Department of Agricultural Economics and Rural Development, Georg-August University of Goettingen, Platz der Göttinger Sieben 5, 37073 Goettingen, Germany
Authors to whom correspondence should be addressed.
Academic Editors: Alessio Cavicchi and Cristina Santini
Received: 5 August 2016 / Revised: 2 November 2016 / Accepted: 3 November 2016 / Published: 10 November 2016
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Sustainable food consumption has attracted widespread attention over the last decades by scholars, policy makers and consumers. In line with this, farmers’ markets (FMs) have the potential to encourage sustainable agricultural production and consumption. By reducing the number of actors and distances along the food chain, these alternative food systems foster the reconnection between farmers and consumers and contribute to different social, economic and environmentally sustainable goals. This paper provides insights into how consumers’ sustainability concerns are related to their motivation for shopping at FMs. By means of a choice experiment, we analyze the determinants of consumers’ preferences for buying apples at FMs. We are particularly interested in understanding how attitudes towards the three sustainability dimensions are related to consumer preferences in this context. We find that consumer attitudes towards direct contact with producers, contributing to farmers’ income, and environmental benefits, can be directly related to product characteristics that are specific to FMs. View Full-Text
Keywords: sustainability; farmers’ markets; choice experiment; consumers; willingness to pay sustainability; farmers’ markets; choice experiment; consumers; willingness to pay

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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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Giampietri, E.; Koemle, D.B.A.; Yu, X.; Finco, A. Consumers’ Sense of Farmers’ Markets: Tasting Sustainability or Just Purchasing Food? Sustainability 2016, 8, 1157.

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