Factors influencing the willingness of Hungarian sour cherry growers to operate in a short supply chain

Although a number of studies have been conducted over the past decade to understand the factors influencing the willingness of producers to operate in a short supply chain (SSC), the intention to adapt can still be identified as an unexplored area. The main aim of the present study is to determine the extent to which Hungarian fresh sour cherry producers show a willingness to operate in a short supply chain and what investments they would make to do so. The sour cherry producers involved in the study clearly show a willingness to operate in a short supply chain. Some producers approach this in a “complex” manner, so they would even meet individual consumer needs and deliver orders to the consumer. Farmers opting for a “simpler” solution would prefer to sell their products to the consumer at their premises or at farmer’s markets. Further results support the fact that the more producers believe in the viability and future of SSCs and the higher their level of education is, the more willing they are to adapt in terms of resources or production processes in order to achieve complete transition. The results reflect the importance of examining the factors that determine farmers’ intentions to operate in the short supply chain, but it is also worthwhile and justified to explore how willing they are to “sacrifice” and invest in order to completely adapt.