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Consumers’ and farmers’ characteristics in short food supply chains: an exploratory analysis

Author

Listed:
  • Stanco, Marcello
  • Lerro, Marco
  • Marotta, Giuseppe
  • Nazzaro, Concetta

Abstract

A “farmers’ market” identifies a common area where farmers meet periodically to sell food products which do not need to be processed before consumption. Farmers’ markets have recently experienced steady growth mainly due to increasing demand for traditional foods and rising consumers’ interest towards locally produced food products. It is also the case that they provide transparency along the supply chain and decrease information asymmetries. This study attempts to define the farmers and consumers of farmers’ markets in terms of both their socio-demographic and their attitudinal characteristics. Data gathering was performed carrying out face-to-face interviews with sixty farmers and consumers. The study findings show that the majority of consumers purchasing at farmers’ markets are women, with an average age of 49 and with a high level of education. They attach great value to the availability of fresh and organic products with a good value for money. Farmers, by contrast, are mainly male, with an average age of 45 years, a high school degree and several years of experience in farming. They value more the creation of a direct and durable relationship with consumers in order to convey information about the quality and authenticity of their products. The study offers useful implications to policy makers on how to encourage the creation of farmers’ markets as well as spread the shared value created among farmers and consumers.

Suggested Citation

  • Stanco, Marcello & Lerro, Marco & Marotta, Giuseppe & Nazzaro, Concetta, 2019. "Consumers’ and farmers’ characteristics in short food supply chains: an exploratory analysis," Studies in Agricultural Economics, Research Institute for Agricultural Economics, vol. 121(2), August.
  • Handle: RePEc:ags:stagec:292232
    DOI: 10.22004/ag.econ.292232
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    Cited by:

    1. Molist , Adrià Menéndez i & Kallas, Zein & Fuentes , Omar Vicente Guadarrama, 2024. "Assessing Downstream and Upstream Stakeholders’ Preferences for Sustainability Attributes in the Tomato Value Chain," IAAE 2024 Conference, August 2-7, 2024, New Delhi, India 344299, International Association of Agricultural Economists (IAAE).
    2. Adrià Menéndez i Molist & Zein Kallas & Omar Vicente Guadarrama Fuentes, 2024. "Assessing the Downstream and Upstream Preferences of Stakeholders for Sustainability Attributes in the Tomato Value Chain," Sustainability, MDPI, vol. 16(6), pages 1-24, March.
    3. Rosalia Stella Evola & Giovanni Peira & Erica Varese & Alessandro Bonadonna & Enrica Vesce, 2022. "Short Food Supply Chains in Europe: Scientific Research Directions," Sustainability, MDPI, vol. 14(6), pages 1-20, March.
    4. Anna Uliano & Marcello Stanco & Concetta Nazzaro, 2023. "Short Food Supply Chain and Resilience: An Analysis during COVID-19 Pandemic in Inner Areas of Campania Region," Sustainability, MDPI, vol. 15(17), pages 1-13, August.
    5. Adrián Csordás & Péter Lengyel & István Füzesi, 2022. "Who Prefers Regional Products? A Systematic Literature Review of Consumer Characteristics and Attitudes in Short Food Supply Chains," Sustainability, MDPI, vol. 14(15), pages 1-17, July.

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