Eliciting University Students’ Attitudes towards Farmers’ Markets: The Hungarian Case

Gréta Maró, Péter Czine, Zalán Márk Maró and Aron Torok
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Gréta Maró: Department of Agricultural Economics, Institute of Sustainable Development, Corvinus University of Budapest, 1093 Budapest, Hungary
Péter Czine: Department of Statistics and Methodology, University of Debrecen, 4032 Debrecen, Hungary
Zalán Márk Maró: Department of Agricultural Economics, Institute of Sustainable Development, Corvinus University of Budapest, 1093 Budapest, Hungary

Sustainability, 2022, vol. 14, issue 24, 1-16

Abstract: Short food supply chains are increasingly investigated areas of international studies. One of its defining sales channels is the farmers’ market, the number of which has grown substantially in Hungary in recent years. Many studies analyze the consumers of farmers’ markets worldwide, but only a few examine the relationship of university students with farmers’ markets. Although university students are not typical customers of farmers’ markets, it is essential to investigate their habits since they are the consumers of the future. Based on a questionnaire survey among Hungarian university students (n = 262), the price, convenience, selection, and quality aspects of the products dominate. We also identified clusters based on food purchasing criteria: (1) price-sensitive consumers, (2) health-conscious consumers, and (3) brand-loyal consumers. The main obstacle for non-regular buyers is the distance from farmers’ markets, which can be solved by organizing farmers’ markets on university campuses. 95% of the sample is open to this, so it would be worthwhile to conduct independent research for each university and put the positive results into practice.

Keywords: short food supply chains; farmers’ markets; university students; two-step cluster analysis; Hungary (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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