Consumer perceptions and attitudes towards Farmers' Markets: the case of a Slow Food "Earth Market"®

Claudia Bazzani, Daniele Asioli, Maurizio Canavari and Elisabetta Gozzoli

Economia agro-alimentare, 2016, vol. 18, issue 3, 283-302

Abstract: This research aims to investigate attitudes, motivations and purchasing behaviour and identify consumer segments among Earth Market`s shoppers. The Earth Markets® are a particular type of Farmers' Markets which are organized and promoted by Slow Food® association. Thus, in the Earth Markets® the criteria of the Slow Food philosophy may play an important role to define the profile of Earth Market?s® shoppers. We conducted a survey on a sample of 185 consumers who buy food products at the Earth Market of Bologna in Italy during fall 2011. Data were analyzed using descriptive, bivariate and multivariate statistics. Results show that consumers perceive food products of the Earth Market® as tasty, high quality, fresh, local, seasonal and safe. Social and environmental aspects are the main factors that drive consumers to buy at the Earth Market. Three consumer segments were identified, described and discussed. Suggestions and recommendations for farmers, Slow Food® association and policy makers are provided.

Keywords: Earth Market®; Slow Food association®; local food; Italy; consumers; attitudes; segmentation. (search for similar items in EconPapers)
JEL-codes: Q01 Q13 Q15 (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.francoangeli.it/riviste/Scheda_Rivista. ... 380&Tipo=ArticoloPDF (text/html)
Single articles can be downloaded buying download credits, for info: https://www.francoangeli.it/DownloadCredit

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:fan:ecaqec:v:html10.3280/ecag2016-003003

Ordering information: This journal article can be ordered from
http://www.francoang ... o.aspx?IDRivista=214

Access Statistics for this article

Economia agro-alimentare is currently edited by FrancoAngeli

More articles in Economia agro-alimentare from FrancoAngeli Editore
Bibliographic data for series maintained by Stefania Rosato ().