Relationships, sustainability and agri-food purchasing behaviour in farmer markets in Italy

Abstract

PurposeThe study aims to demonstrate that farmers' markets can represent a model of environmental, social and governance reference for modern agri-food systems facing the challenge of post COVID-19 pandemic reconstruction, responding to consumer expectations in terms of health, safety and wholesomeness of agri-food products.Design/methodology/approachA sample of consumers was surveyed in farmers' markets and social network analysis (SNA) was adopted as a methodological approach to reconstruct the links between the worlds of production and consumption and to derive the relative importance attributed to various factors that promote relational structures.FindingsThe work demonstrates the importance of sustainability – as a productive and behavioural model of firms – for the construction of efficient and durable relationship systems in two farmer markets in Sicily. In particular, four fundamental components emerge in the construction of networks represented by consumer sensitivity to sustainability processes, the individual behavioural model of purchasing and consumption, the expectation of political direction and the level and factors of knowledge of the firm. The clustering elements of the relationships were found to be the territory and local products, the environmentalist attitude and the protection of resources, as well as the adoption of a rational waste disposal policy, the fight against food waste, the encouragement of healthier and more sustainable consumption styles, clear and transparent communication and the activation of sustainable supply chain processes in line with the Sustainable Development Goals (SDGs).Originality/valueThe paper aims to demonstrate how alternative food systems can become a useful model for large enterprises, which are committed to rebuilding their business strategy to overcome the current crisis.

Profiling the consumers of farmers' markets: a systematic review of survey-based empirical evidence

“…Previous studies have typically identified the proportion of female buyers at FMs as between 50 and 75% (Abelló et al, 2013; Aguirre, 2007; Anderson et al, 1996; Azavedo and Walsh, 2019; Berg and Preston, 2017; A6). Less female participation is found in only a few cases (Foti and Timpanaro, 2021; Schneider and Francis, 2005; Shakeel Ul and Selvaraj, 2013; Solanki and Inumula, 2021), in proportions of 43.7% (Foti and Timpanaro, 2021) and 44.8% (Ashtab and Campbell, 2021). Generally, Asian FMs are associated with fewer female shoppers, ca.…”

“…The residence of FM shoppers is typically the same municipality as the FM itself (Abelló et al, 2013; Chen, Yu and Fu, 2021; Dukeshire et al, 2010; Feagan, Morris and Krug, 2004; Foti and Timpanaro, 2021; A13). FMs are visited mainly by residents of small and large cities (Bavorova, Unay-Gailhard and Lehberger, 2016; González, 2009; Pisarn, Kim and Yang, 2020; Spilkova, 2018; Spilková, Fendrychová and Syrovátková, 2013; A14), probably because in smaller municipalities (e.g., townships), fruit and vegetable are often grown locally or at home, so residents are less in need of FMs.…”

“…Typical FM buyer in developed countries spends 20-30 USD per occasion (Abelló et al, 2013;Chen, Yu and Fu, 2021;Conner et al, 2009;Elepu and Mazzocco, 2010;Farmer et al, 2019;Garner and Ayala, 2019;Hu, Clarke and Zendehdel, 2021;Mack and Tong, 2015;Pascucci et al, 2011;Youngs, 2003a) A18 Typical FM buyer is willing to pay more at FMs rather than shop at a nearby retail outlet or supermarket (Aguirre, 2007;Brown, 2003;Chang et al, 2013;Conner et al, 2010;Curtis et al, 2020;Garner and Ayala, 2019;González, 2009;Gwin and Lev, 2011;Martínez Michel, Anders and Wismer, 2011;Pisarn, Kim and Yang, 2020;Schneider and Francis, 2005;Solanki and Inumula, 2021;Witzling, Shaw and Trechter, 2019;Youngs, 2003b) A19 Typical FM buyer travels between 1 and 5 miles (Abelló et al, 2013;Åsebø et al, 2007;Chen, Yu and Fu, 2021;Conner et al, 2009;Eastwood, 2001;Farmer, Minard and Edens, 2016;Foti and Timpanaro, 2021;Garner and Ayala, 2019;Ruelas et al, 2012;Sadler, 2016;Schneider and Francis, 2005;Selfa and Qazi, 2005;Shakeel Ul and Selvaraj, 2013;Vargo et al, 2022;…”

“…and Walsh, 2019; Blanck et al, 2011;Bottcher et al, 2017;Chang et al, 2013;Chen, Yu and Fu, 2021;Crandall et al, 2010;Curtis et al, 2020;Dodds and Holmes, 2017;Elepu and Mazzocco, 2010;Farmer et al, 2019;Foti and Timpanaro, 2021;Garner and Ayala, 2018;Gary-Webb et al, 2018;González, 2009;Hunt, 2007;Karpyn et al, 2014;Kushwah, Dhir and Sagar, 2019;Ma and Chang, 2022;Mack and Tong, 2015;Obach and Tobin, 2014;Pascucci et al, 2011;Rainey et al, 2011;Rice, 2015;Rossi, Woods and Davis, 2018;Schneider and Francis, 2005;Shi and Hodges, 2016;Singleton et al, 2017;Solanki and Inumula, 2021;Spilkova, 2018;Spilková et al, 2013;Telligman, Worosz and Bratcher, 2017;Vargo et al, 2022;Vasco et al, 2018;Waldman and Kerr, 2018)…”

Differentiating emotions in the theory of planned behaviour: evidence of improved prediction in relation to sustainable food consumerism

“…It should further be pointed out that the two studies were conducted before the COVID-19 pandemic. This global event could have influenced the beliefs (Dudek and Śpiewak, 2022; Foti and Timpanaro, 2021; George and Nair, 2022) which determine ATTs, SN and PBC (e.g. De Leeuw et al ., 2015; La Barbera and Ajzen, 2020b) which, in turn, can influence ethical purchasing intentions.…”