Segmenting CSA members by motivation: anything but two peas in a pod

Abstract

Purpose-The purpose of this paper is to seek to segment CSA members based on their motivations to join a CSA. Design/methodology/approach-Data obtained from an online survey of 565 members belonging to a New York state CSA were analyzed using a combined hierarchical and non-hierarchical cluster analysis. Findings-Based on their motivations to join a CSA results reveal four distinct types of segments among CSA members: No-Frills Member, Foodie Member, Nonchalant Member, and Quintessential Member. Results show all four clusters differ statistically across demographic characteristics including gender, political affiliation, and household income. The clusters differed across psychographic characteristics such as attitudes toward the treatment of animals, treatment of farm workers, pesticide use, the environment, food miles, and limiting factory farm purchases. Quintessential Members emerge as most concerned with food purchasing decisions while No-Frills Members are least concerned. Research limitations/implications-The study employs a non-random purposive sample of CSAs in New York state. Respondents were recruited indirectly to participate in an online survey. The length and complexity of the survey, absence of an email address for respondents, levels of digital fluency, and technical glitches may result in lower participation rates. Practical implications-This paper offers recommendations to farmers for retaining and attracting different types of CSA members. Originality/value-This is the first study that segments CSA members in the USA based on their motivations to subscribe to a CSA, and it differentiates CSA member clusters based on their demographics, psychographics, and food purchasing decisions. Keywords USA, Consumer perceptions, Consumer purchasing decisions, Cluster analysis Paper type Research paper Most American consumers are indiscriminate, "buying what they want, within the limits of what they can get without asking further questions about price or quality" with taste usurping all other preferences (Berry, 1989). Yet fresh, seasonal produce appears to be attracting a growing body of consumers who seek locally grown agricultural goods as an alternative to the industrialized food system. Several local food programs including Jersey Fresh, Virginia's Finest, and Arizona Grown cater to these types of consumers and even retailers like Wal-Mart endeavor to offer more locally grown foods (

Factors Affecting Current and Future CSA Participation

“…A plethora of empirical studies, using primarily region specific surveys, have examined the characteristics of CSA members, and investigated factors affecting CSA membership satisfaction [12,22,[26][27][28]. However, as competition for local food expenditures intensifies, a better understanding of the factors that can increase consumers' future CSA participation is crucial for the continuous success of this direct marketing outlet.…”

“…As CSA arrangements become more popular, the model adapts to increase its customer base and further improve the experience of the members [7]. For instance, some CSA farm managers adopt alternative payment schemes (e.g., installment payments) and accept SNAP benefits (the USDA Supplemental Nutrition and Assistance Program for low-income families), thus increasing their potential customer base [22,23]. Furthermore, some CSA farms collaborate in marketing and distribution strategies to reduce the seasonality and limited product variety barriers [24].…”

“…Furthermore, a plethora of studies has examined the effect and influence of several factors on consumers' CSA participation and CSA membership satisfaction [12,22,[26][27][28]. The majority of these studies indicate that CSA members are primarily female, middle aged, with higher education and income [5,22,29].…”

“…The majority of these studies indicate that CSA members are primarily female, middle aged, with higher education and income [5,22,29]. However, divergences remain.…”

Most Preferred Market Venues for Locally Grown Fresh Produce among Online Shoppers

“…CSA consumers have been found to be uniform. Studies have proved that most CSA participants are affluent, middle aged women (Lang, 2010;Pole et al, 2015;Vasquez et al, 2016). Many CSA consumers view eating locally grown foods, as well as healthy foods important.…”