The potential opportunity of add‐on service values in farmers' markets—A best–worst scaling method

Lintang Wardyani, Shuay‐Tsyr Ho, Kiyokazu Ujiie and Shang‐Ho Yang

Australian Journal of Agricultural and Resource Economics, 2025, vol. 69, issue 2, 383-404

Abstract: Farmers' markets (FMs) are a key marketing channel for farmers, and various new service values, such as providing vegetable and fruit boxes, emerged during the COVID‐19 pandemic. Thus, identifying which service values take precedence for consumers is essential. This study used the best–worst scaling method to explore FM service values. A total of 881 valid FM consumer samples were collected. Mixed multinomial logit analysis and a latent class multinomial logit model were employed to identify segments of FM consumers on the basis of their prioritisation of FM service values. The results revealed that the three most highly prioritised service values in FMs are product freshness, food safety certification and reasonable pricing. The FM consumer respondents were categorised into three major groups: price conscious, food safety conscious and community supporter groups. Community supporters accounted for approximately 54% of the respondents. This study confirmed that leafy, squashes as well as root and tuber vegetables were the three preferred agricultural product categories among the FM consumers who prioritised the ‘providing vegetable and fruit boxes’ service value.

Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://doi.org/10.1111/1467-8489.12597

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:bla:ajarec:v:69:y:2025:i:2:p:383-404

Ordering information: This journal article can be ordered from
http://ordering.onli ... 1111/(ISSN)1467-8489

Access Statistics for this article

Australian Journal of Agricultural and Resource Economics is currently edited by John Rolfe, Lin Crase and John Tisdell

More articles in Australian Journal of Agricultural and Resource Economics from Australian Agricultural and Resource Economics Society Contact information at EDIRC.
Bibliographic data for series maintained by Wiley Content Delivery ().