IDEAS home Printed from https://ideas.repec.org/a/ags/ifaamr/117604.html
   My bibliography  Save this article

Back to the Future? Understanding Change in Food Habits of Farmers' Market Customers

Author

Listed:
  • Pascucci, Stefano
  • Cicatiello, Clara
  • Franco, Silvio
  • Pancino, Barbara
  • Davide, Marino

Abstract

This study analyses how attending farmers markets may affect consumers’ willingness to change food habits toward high-quality products. A discrete choice model was applied using data collected through an extensive field survey in 2009, which involved 400 consumers in 12 different farmers’ markets in Italy. Changing consumption habits was examined taking into account attendees' personal profile, motivations, the main features of the farmers' markets, as well as the local social context. Attendees reported an increased consumption of organic products, and fresh vegetables. Motivation seems to play an important role as a driver of change. Results also indicate that consumers sensitive to environmental issues related to their consumption choices, are more likely to change food habits in favor of high-quality foods as well as consumers who are looking for fresh products. Based on these findings, possible interventions are explored to further develop farmers' markets and promote high-quality consumption.

Suggested Citation

  • Pascucci, Stefano & Cicatiello, Clara & Franco, Silvio & Pancino, Barbara & Davide, Marino, 2011. "Back to the Future? Understanding Change in Food Habits of Farmers' Market Customers," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 14(4), pages 1-22, November.
    • Handle: RePEc:ags:ifaamr:117604
    DOI: 10.22004/ag.econ.117604
    as

    Download full text from publisher

    File URL: https://ageconsearch.umn.edu/record/117604/files/20110029_Formatted.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.22004/ag.econ.117604?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
    ---><---

    References listed on IDEAS

    as
    1. Carlos E. Carpio & Olga Isengildina-Massa, 2009. "Consumer willingness to pay for locally grown products: the case of South Carolina," Agribusiness, John Wiley & Sons, Ltd., vol. 25(3), pages 412-426.
    2. Alfonso Morales & Steven Balkin & Joseph Persky, 1995. "The Value of Benefits of a Public Street Market: The Case of Maxwell Street," Economic Development Quarterly, , vol. 9(4), pages 304-320, November.
    3. Paul Fieldhouse, 1996. "Community shared agriculture," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 13(3), pages 43-47, June.
    4. Cheryl Brown & Stacy Miller, 2008. "The Impacts of Local Markets: A Review of Research on Farmers Markets and Community Supported Agriculture (CSA)," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 90(5), pages 1298-1302.
    5. Darby, Michael R & Karni, Edi, 1973. "Free Competition and the Optimal Amount of Fraud," Journal of Law and Economics, University of Chicago Press, vol. 16(1), pages 67-88, April.
    6. Theresa Varner & Daniel Otto, 2008. "Factors Affecting Sales at Farmers' Markets: An Iowa Study," Review of Agricultural Economics, Agricultural and Applied Economics Association, vol. 30(1), pages 176-189.
    7. Pascucci, Stefano, 2010. "Governance Structure, Perception and Innovation in Credence Food Transactions: The Role of Community Networks," 2010 International European Forum, February 8-12, 2010, Innsbruck-Igls, Austria 100591, International European Forum on System Dynamics and Innovation in Food Networks.
    8. Gary D. Thompson, 1998. "Consumer Demand for Organic Foods: What We Know and What We Need to Know," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 80(5), pages 1113-1118.
    9. Loureiro, Maria L. & Hine, Susan E., 2002. "Discovering Niche Markets: A Comparison Of Consumer Willingness To Pay For Local (Colorado Grown), Organic, And Gmo-Free Products," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 34(3), pages 1-11, December.
    10. Kostas Karantininis & Jesper T. Graversen, 2008. "Relational contracts and adaptation: application to a pork producer contract," Agribusiness, John Wiley & Sons, Ltd., vol. 24(3), pages 342-354.
    11. Frenzen, Jonathan K & Davis, Harry L, 1990. "Purchasing Behavior in Embedded Markets," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(1), pages 1-12, June.
    12. Daniel Kahneman, 2003. "Maps of Bounded Rationality: Psychology for Behavioral Economics," American Economic Review, American Economic Association, vol. 93(5), pages 1449-1475, December.
    13. repec:dau:papers:123456789/2722 is not listed on IDEAS
    14. Carl Shapiro, 1983. "Premiums for High Quality Products as Returns to Reputations," The Quarterly Journal of Economics, President and Fellows of Harvard College, vol. 98(4), pages 659-679.
    15. Henrik Vetter & Kostas Karantininis, 2002. "Moral hazard, vertical integration, and public monitoring in credence goods," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 29(2), pages 271-279, June.
    16. 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.
    17. Stefano Grando, 2009. "Esperienze di diversificazione qualitativa degli alimenti: la ri-localizzazione dei circuiti produzione-consumo," Economia agro-alimentare, FrancoAngeli Editore, vol. 11(1), pages 43-59.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Gumirakiza, Jean Dominique & Curtis, Kynda R. & Bosworth, Ryan C., 2014. "Who Attends Farmers’ Markets and Why? Understanding Consumers and their Motivations," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 17(2), pages 1-18, May.
    2. Clara Cicatiello, 2020. "Alternative food shoppers and the “quantity dilemma”: a study on the determinants of their purchases at alternative markets," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 8(1), pages 1-13, December.
    3. Corsi, Alessandro & Frontuto, Vito & Novelli, Silvia, 2022. "Relational goods and direct purchase from farmers: estimating the value of the relationship between consumers and producers," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 25(2), March.
    4. Emanuele Blasi & Clara Cicatiello & Barbara Pancino & Silvio Franco, 2015. "Alternative food chains as a way to embed mountain agriculture in the urban market: the case of Trentino," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 3(1), pages 1-13, December.
    5. Finco, A. & Sargentoni, T. & Tramontano, A. & Bentivoglio, Deborah & Rasetti, M., 2013. "Economic Sustainability of Short Food Supply Chain in the Italian Olive Oil Sector: A Viable Alternative for Tunisian Agrofood Market?," 2013 Fourth International Conference, September 22-25, 2013, Hammamet, Tunisia 160681, African Association of Agricultural Economists (AAAE).
    6. Bonanno, Alessandro & Cembalo, L. & Caracciolo, Francesco & Dentoni, D. & Pascucci, S., 2013. "Farms’ Performance and Short Supply Chains in Italy: an Econometric Analysis," 2013 Second Congress, June 6-7, 2013, Parma, Italy 149899, Italian Association of Agricultural and Applied Economics (AIEAA).
    7. Gallardo, R. Karina & Olanie, Aaron & Ordóñez, Rita & Ostrom, Ostrom, 2015. "The Use of Electronic Payment Machines at Farmers Markets: Results from a Choice Experiment Study," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 18(1), pages 1-26, February.
    8. Owusu, Victor & Owusu Anifori, Michael, 2013. "Consumer Willingness to Pay a Premium for Organic Fruit and Vegetable in Ghana," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 16(1), pages 1-20, February.
    9. Bimbo, Francesco & Viscecchia, Rosaria & Nardone, Gianluca, 2012. "Does the alternative food supply network affect the human health?," 126th Seminar, June 27-29, 2012, Capri, Italy 126060, European Association of Agricultural Economists.
    10. Francesco Bimbo & Rosaria Viscecchia & Gianluca Nardone, 2013. "L?effetto della "filiera corta" sul livello di obesit? in Italia," Economia agro-alimentare, FrancoAngeli Editore, vol. 15(2), pages 97-110.
    11. Marino, Davide & Mastronardi, Luigi & Franco, Silvio & De Gregorio, Daniela & Cicatiello, Clara & Pancino, Barbara, 2013. "Farmers’ Markets, Producer and Consumer Behaviour: Analysis of Interactions with the Metrics of Sustainability," 2013 International European Forum, February 18-22, 2013, Innsbruck-Igls, Austria 164751, International European Forum on System Dynamics and Innovation in Food Networks.
    12. Pilar, Ladislav & Balcarova, Tereza & Rojik, Stanislav & Ticha, Ivana & Polakova, Jana, 2018. "Customer experience with farmers’ markets: what hashtags can reveal," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 21(6), July.
    13. Stobbe, Tracy, 2016. "Making Sense of the Dollars Spent at Farmers’ Markets," Journal of Food Distribution Research, Food Distribution Research Society, vol. 47(2), pages 1-24, July.
    14. Patrick Mundler & Sophie Laughrea, 2015. "Circuits alimentaires de proximité - Quels bénéfices pour le développement des territoires? Étude de cas dans trois territoires québécois," CIRANO Project Reports 2015rp-21, CIRANO.
    15. Mark Azavedo & John Walsh, 2018. "How important is Food at Farmers’ Markets? Evidence from Bardon Farmers’ Market, Brisbane, Queensland, Australia," Academic Journal of Economic Studies, Faculty of Finance, Banking and Accountancy Bucharest,"Dimitrie Cantemir" Christian University Bucharest, vol. 4(3), pages 32-39, September.
    16. Clara Cicatiello & Silvio Franco & Emanuele Blasi & Barbara Pancino, 2015. "How Sustainable are Food Systems? One Step beyond the Concept," RIVISTA DI STUDI SULLA SOSTENIBILITA', FrancoAngeli Editore, vol. 2015(1), pages 181-196.
    17. Corsi, Alessandro & Novelli, Silvia, 2015. "The value of direct farmers-consumers relationships as determinants of consumers' purchase choices," 143rd Joint EAAE/AAEA Seminar, March 25-27, 2015, Naples, Italy 202749, European Association of Agricultural Economists.
    18. Luca Falasconi & Matteo Vittuari & Alessandro Politano & Andrea Segrè, 2015. "Food Waste in School Catering: An Italian Case Study," Sustainability, MDPI, vol. 7(11), pages 1-16, November.
    19. Murakami, Tomoaki & Nakajima, Shinsaku & Takahashi, Taro & Nishihara, Yukinaga & Imai, Asako & Kikushima, Ryousuke & Sato, Takeshi, 2014. "Spatially Varying Impacts of Farmers Markets on Agricultural Land Use," 2014 Annual Meeting, July 27-29, 2014, Minneapolis, Minnesota 170668, Agricultural and Applied Economics Association.
    20. Daniela Craveiro & Sibila Marques & Ana Marreiros & Ruth Bell & Matluba Khan & Cristina Godinho & Sonia Quiroga & Cristina Suárez, 2019. "Equity, Health, and Sustainability with PROVE: The Evaluation of a Portuguese Program for a Short Distance Supply Chain of Fruits and Vegetables," IJERPH, MDPI, vol. 16(24), pages 1-15, December.
    21. Bimbo, Francesco & Bonanno, Alessandro & Nardone, Gianluca & Viscecchia, Rosaria, 2015. "The Hidden Benefits of Short Food Supply Chains: Farmers’ Markets Density and Body Mass Index in Italy," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 18(1), pages 1-16, February.
    22. Marino Davide & Giannelli Agostino & Mazzocchi Giampiero & Mastronardi Luigi & Giaccio Vincenzo, 2018. "Territorialisation dynamics for Italian farms adhering to Alternative Food Networks," Bulletin of Geography. Socio-economic Series, Sciendo, vol. 40(40), pages 113-131, June.

    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. Crespi, John M. & Marette, Stephan, 2003. "Some Economic Implications Of Public Labeling," Journal of Food Distribution Research, Food Distribution Research Society, vol. 34(3), pages 1-12, November.
    2. Marco A. Palma & Alba J. Collart & Christopher J. Chammoun, 2015. "Information Asymmetry in Consumer Perceptions of Quality-Differentiated Food Products," Journal of Consumer Affairs, Wiley Blackwell, vol. 49(3), pages 596-612, November.
    3. Enthoven, Laura & Van den Broeck, Goedele, 2021. "Local food systems: Reviewing two decades of research," Agricultural Systems, Elsevier, vol. 193(C).
    4. Ying, Jiahui & Shonkwiler, Vanessa P. & Campbell, Benjamin L., 2018. "Willingness to Pay or Not to Pay: Valuing Foods Some Respondents Find Distasteful," 2018 Annual Meeting, August 5-7, Washington, D.C. 274065, Agricultural and Applied Economics Association.
    5. Salladarré, Frédéric & Guillotreau, Patrice & Debucquet, Gervaise & Lazuech, Gilles, 2018. "Some Good Reasons for Buying Fish Exclusively From Community-Supported Fisheries: The Case of Yeu Island in France," Ecological Economics, Elsevier, vol. 153(C), pages 172-180.
    6. Shi, Wei & Halstead, John & Huang, Ju-Chin, 2016. "Consumers’ Willingness to Pay for Locally Grown Produce: Comparison of New Hampshire and Massachusetts Results," 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts 236109, Agricultural and Applied Economics Association.
    7. Chiara Paffarini & Biancamaria Torquati & Tiziano Tempesta & Sonia Venanzi & Daniel Vecchiato, 2021. "Rural sustainability and food choice: the effect of territorial characteristics on the consumers’ preferences for organic lentils," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 9(1), pages 1-23, December.
    8. Jennifer Porter & David Conner & Jane Kolodinsky & Amy Trubek, 2017. "Get real: an analysis of student preference for real food," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 34(4), pages 921-932, December.
    9. Dettmann, Rachael L., 2008. "Organic Produce: Who's Eating it? A Demographic Profile of Organic Produce Consumers," 2008 Annual Meeting, July 27-29, 2008, Orlando, Florida 6446, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    10. Fabrice Etilé & Sabrina Teyssier, 2012. "Signaling Corporate Social Responsibility: Third-Party Certification vs. Brands," Working Papers halshs-00736551, HAL.
    11. Koji Domon & Alessandro Melcarne & Giovanni B. Ramello, 2022. "Fake & original: the case of Japanese food in Southeast Asian countries," European Journal of Law and Economics, Springer, vol. 54(2), pages 327-347, October.
    12. Yeong Sheng Tey & Poppy Arsil & Mark Brindal & Chi Teen Teoh & Han Wei Lim, 2017. "Motivations Underlying Consumers’ Preference for Farmers’ Markets in Klang Valley: A Means-End Chain Approach," Sustainability, MDPI, vol. 9(11), pages 1-13, October.
    13. Reynolds-Allie, Kenesha & Fields, Deacue, 2011. "Alabama Restaurant Preferences and Willingness to Pay for Local Food: A Choice Based Approach," 2011 Annual Meeting, February 5-8, 2011, Corpus Christi, Texas 98822, Southern Agricultural Economics Association.
    14. Charity, Nabwire Ephamia Juma, 2016. "Economic Analysis Of Consumers’ Awareness And Willingness To Pay For Geographical Indicators And Other Quality Attributes Of Honey In Kenya," Research Theses 265574, Collaborative Masters Program in Agricultural and Applied Economics.
    15. Manuel Gonzalez-Diaz & Marta Fernandez Barcala & Benito Arrunada, 2003. "Quality assurance mechanisms in agrifood: the case of the Spanish fresh meat sector," International Journal of Agricultural Resources, Governance and Ecology, Inderscience Enterprises Ltd, vol. 2(3/4), pages 361-382.
    16. Frédéric Salladarré & Patrice Guillotreau & Claire-Marine Lesage & Pierrick Ollivier, 2013. "Les préférences des consommateurs pour un écolabel. Le cas des produits de la mer en France," Review of Agricultural and Environmental Studies - Revue d'Etudes en Agriculture et Environnement, INRA Department of Economics, vol. 94(3), pages 369-363.
    17. 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.
    18. Martin Gaynor & Deborah Haas-Wilson, 1999. "Change, Consolidation, and Competition in Health Care Markets," Journal of Economic Perspectives, American Economic Association, vol. 13(1), pages 141-164, Winter.
    19. Bureau, J.-C. & Gozlan, E. & Marette, S., 1999. "Quality Signaling and International Trade in Food Products," Papers 99-13, Paris X - Nanterre, U.F.R. de Sc. Ec. Gest. Maths Infor..
    20. Chad M. Baum, 2013. "Mass-Produced Food: the Rise and Fall of the Promise of Health and Safety," Papers on Economics and Evolution 2013-03, Philipps University Marburg, Department of Geography.

    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:ags:ifaamr:117604. 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: AgEcon Search (email available below). General contact details of provider: https://edirc.repec.org/data/ifamaea.html .

    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.