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In this article, we analyze the influence of sociodemographic 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 uses two ordered logit regression models to investigate consumers’ shopping behaviour at farmers’ markets and farm shops separately. We find that different factors significantly influence consumers’ buying behaviour 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 behaviour separately for different direct marketing channels for food rather than considering the entire category of local food outlets may provide new and valuable insights.

This study investigates the career construction paths of young farmers and aims to contribute to the literature on the “young farmer problem.” Of particular relevance is this study's focus on the potential of islands as a new career landscape in the digital age. Young farmers' subjective experiences toward careers were analyzed based on narrative interviews, quantitative surveys and expert interviews from two EU islands: Crete and the Azores. Firstly, the study provides insights on the behavioral and cognitive dimensions of the career construction model by identifying followed career paths. Secondly, we turn our focus to the role of digital communications in career construction and, thirdly, the study examines the geographical dimension of the model. We find that involvement with farming entails complex career patterns that evolve into passion. Whether their involvement follows planned or unplanned paths, protean career attitudes, desire to experiment, and a strong sense of career self‐concept play significant roles in shaping the career narratives. “Experience” and “management” dimensions of online communication drive the construction of careers as a part of a professional identity mechanism. Our results reveal that the “island effect” (maintaining a part‐time farming culture) plays a role in cohesive singular and multiple career self‐concepts.

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