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

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  • Bavorova, Miroslava
  • Gailhard, Ilkay
  • Lehberger, Mira
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.

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  • Bavorova, Miroslava & Gailhard, Ilkay & Lehberger, Mira, 2015. "Who Buys from Farmers' Markets and Farm Shops: The Case of Germany," 2015 Conference, August 9-14, 2015, Milan, Italy 211203, International Association of Agricultural Economists.
    • Handle: RePEc:ags:iaae15:211203
    DOI: 10.22004/ag.econ.211203
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    Cited by:

    1. Sandip Solanki & Krishna Murthy Inumula, 2021. "Farmers Markets: An Analysis of the Determinants of Consumers Attitudes and Behavior," Asian Journal of Agriculture and rural Development, Asian Economic and Social Society, vol. 11(1), pages 63-70, March.
    2. Meyerding, Stephan G.H. & Bauchrowitz, Alexander & Lehberger, Mira, 2019. "Consumer preferences for beer attributes in Germany: A conjoint and latent class approach," Journal of Retailing and Consumer Services, Elsevier, vol. 47(C), pages 229-240.
    3. Kumar, Sushant & Murphy, Mikko & Talwar, Shalini & Kaur, Puneet & Dhir, Amandeep, 2021. "What drives brand love and purchase intentions toward the local food distribution system? A study of social media-based REKO (fair consumption) groups," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    4. Solankia, Sandip & Inumula, Krishna Murthy, 2021. "Farmers' Markets: An Analysis of the Determinants of Consumers' Attitudes and Behavior," Asian Journal of Agriculture and Rural Development, Asian Economic and Social Society (AESS), vol. 11(01), January.

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    Agribusiness; Agricultural Finance;

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