Who Buys from Farmers' Markets and Farm Shops: The Case of Germany

Miroslava Bavorova, Ilkay Gailhard and Mira Lehberger

No 211203, 2015 Conference, August 9-14, 2015, Milan, Italy from International Association of Agricultural Economists

Abstract: In this article, we analyze the influence of socio-demographic factors and consumer attitudes toward direct marketing products and sources (outlets) on the frequency of buying food from farmers’ markets and farm shops. By conducting an intercept survey with pedestrians in 2011 and 2012, we interviewed a total of n=550 consumers. The target regions of the study were the Eastern German federal states. The study employs two ordered logit regression models to investigate consumers’ shopping behavior at farmers’ markets and farm shops separately. We find that different factors significantly influence consumers’ buying behavior at the two direct marketing outlets. Specifically, both a more favorable view toward the freshness of directly marketed foods and the intention to support local producers are positively related to consumers’ purchase frequency from farmers’ markets. In contrast, consumers’ purchase frequency from farm shops is significantly influenced by their perception of the cost of the products, confidence in food producers of directly marketed products, perception of the safety of the food and perception of the accessibility of farm shops. The study results indicate that considering consumer behavior separately for different direct marketing channels for food rather than considering the entire category of local food outlets may provide new and valuable insights.

Keywords: Agribusiness; Agricultural Finance (search for similar items in EconPapers)
Pages: 20
Date: 2015
New Economics Papers: this item is included in nep-mkt
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
https://ageconsearch.umn.edu/record/211203/files/B ... Farm%20Shops-662.pdf (application/pdf)

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:ags:iaae15:211203

DOI: 10.22004/ag.econ.211203

Access Statistics for this paper

More papers in 2015 Conference, August 9-14, 2015, Milan, Italy from International Association of Agricultural Economists Contact information at EDIRC.
Bibliographic data for series maintained by AgEcon Search ().