A qualitative study on the perceptions on short food supply chains through focus groups with producers and consumers

Francisco J. Mesías, Carlos Díaz-Caro, Celia Sama-Berrocal, Eva Crespo-Cebada and Clementina Aguado-Gragera

Economia Agraria y Recursos Naturales, 2024, vol. 24, issue 02

Abstract: [EN] The research analyses consumer perceptions of short food marketing channels (SFSCs) and the challenges for producers. Using a qualitative approach, 12 focus groups were conducted in dif-ferent Spanish towns and cities, which allowed for the identification of advantages of SFSCs, such as product quality and personalised treatment. However, a significant lack of awareness among consumers was detected, especially in urban areas. Producers highlight the need for public support and effective strategies to improve visibility and overcome the challenges of direct marketing, highlighting the capac-ity of the SFSCs to revitalise trade. [ES] La investigación analiza la percepción de los consumidores sobre los canales cortos de co-mercialización de alimentos (CCCA) y los desafíos para productores. Utilizando un enfoque cualitativo, se realizaron 12 grupos de discusión en diversas poblaciones españolas, lo que permitió identificar ventajas de los CCCA, como la calidad del producto y el trato personalizado. No obstante, se detecta un descono-cimiento significativo entre los consumidores, especialmente en áreas urbanas. Los productores resaltan la necesidad de apoyo público y estrategias efectivas para mejorar la visibilidad y superar los desafíos de la comercialización directa, destacando la capacidad de los CCCA para revitalizar el comercio.

Keywords: Consumer/Household Economics; Supply Chain (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:ags:earnsa:349033

DOI: 10.22004/ag.econ.349033

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