Challenging factors of farmer-to-consumer direct marketing: An empirical analysis of German livestock owners

Stefan Clemens Wille, Britta Barklage, Achim Spiller and Marie von Meyer-Höfer

No 1807, DARE Discussion Papers from Georg-August University of Göttingen, Department of Agricultural Economics and Rural Development (DARE)

Abstract: Farmer-to-consumer direct marketing provides an alternative marketing strategy for farmers, ensuring their income while also meeting consumers' increasing demand for local food. This study evaluates the challenging factors of this marketing channel from the farmers' viewpoint. A CAPI survey was carried out among 121 German livestock owners. The results of a cluster analysis demonstrate that the location of the farm represents the most challenging requirement for the interviewed farmers. The cluster analysis additionally reveals that most of the livestock owners see problems with the implementation of requirements concerning the personal challenges of direct farm marketing (especially hygiene regulations, self-motivation and customer contact).

Keywords: farmer-to-consumer direct marketing; local farm products; German livestock owners (search for similar items in EconPapers)
Date: 2018
New Economics Papers: this item is included in nep-agr
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:daredp:1807

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