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Do consumers’ values and attitudes affect food retailer choice? Evidence from a national survey on farmers’ market in Germany

Author

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  • Gianni Cicia

    (Università degli Studi di Napoli “Federico II”)

  • Marilena Furno

    (Università degli Studi di Napoli “Federico II”)

  • Teresa Giudice

    (Università degli Studi di Napoli “Federico II”)

Abstract

New trends in food consumption are shaping consumers’ preferences and buying behavior. Non-traditional food retailing and short supply chains (SSCs) are offering bundles of attributes that fit the needs of larger consumers’ segments. Several studies have analyzed factors affecting the choice of traditional and non-traditional food retailing. Very few, however, are those studies that analyze the predictive role of human values and attitudes on the choice of traditional and non-traditional food retailing and supply chains. Usually, due to the low percentage of consumers involved in SSC, analyses of consumer behavior have been conducted using convenience samples. This study, based on online questionnaires submitted to a representative sample composed by 1009 German consumers, tests the hypothesis that the frequency of purchases at farmers’ markets is related to human values: attitude toward the industrialized food market and attitude toward the environment. The econometric approach here implemented computes the model on average and in the tails of the dependent variable, frequency of purchases at farmers’ market, thus investigating the model in a representative sample even where the percentage of non-traditional food retailing consumers is low, as occurs in the tails for low/high frequency of purchases. The questionnaire included the Schwartz value survey, attitudes toward environment and attitude toward industrialized food market, and self-reported estimates of the frequency of buying at farmers’ market. Results suggest that the frequency of buying at farmers’ market is hierarchically related to attitudes and values. The frequency of purchases at farmers’ market is negatively related to industrialized food attitude and positively related to pro-environment attitude. Attitudes are in turn affected by values: self-transcendence has a positive impact on pro-environment attitude and the reverse is true for conservation. Furthermore, these relationships are not constant in the sample: they change according to the selected frequency of purchases.

Suggested Citation

  • Gianni Cicia & Marilena Furno & Teresa Giudice, 2021. "Do consumers’ values and attitudes affect food retailer choice? Evidence from a national survey on farmers’ market in Germany," Agricultural and Food Economics, Springer;Italian Society of Agricultural Economics (SIDEA), vol. 9(1), pages 1-21, December.
    • Handle: RePEc:spr:agfoec:v:9:y:2021:i:1:d:10.1186_s40100-020-00172-2
    DOI: 10.1186/s40100-020-00172-2
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    References listed on IDEAS

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    2. Brunella Arru & Roberto Furesi & Pietro Pulina & Fabio A. Madau, 2022. "Price Sensitivity of Fish Fed with Insect Meal: An Analysis on Italian Consumers," Sustainability, MDPI, vol. 14(11), pages 1-21, May.
    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. Marcin Gąsior, 2021. "Environmental Attitudes and Willingness to Purchase Online—Classification Approach," Sustainability, MDPI, vol. 13(15), pages 1-17, August.
    5. Antonino Galati & Giuseppina Migliore & Alkis Thrassou & Giorgio Schifani & Giuseppina Rizzo & Nino Adamashvili & Maria Crescimanno, 2023. "Consumers’ Willingness to Pay for Agri-Food Products Delivered with Electric Vehicles in the Short Supply Chains," FIIB Business Review, , vol. 12(2), pages 193-207, June.
    6. Xiaochu Hu & Lorraine W. Clarke & Kamran Zendehdel, 2021. "Farmers’ Market Usage, Fruit and Vegetable Consumption, Meals at Home and Health–Evidence from Washington, DC," Sustainability, MDPI, vol. 13(13), pages 1-14, July.
    7. Dominika Jakubowska & Tomáš Sadílek, 2023. "Sustainably produced butter: The effect of product knowledge, interest in sustainability, and consumer characteristics on purchase frequency," Agricultural Economics, Czech Academy of Agricultural Sciences, vol. 69(1), pages 25-34.

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