Who Are the Consumers of European Farmers' Markets? : A Cross‐Country Analysis

Török, Áron ORCID: https://orcid.org/0000-0001-6769-7103, Maró, Gréta, Jámbor, Zsófia ORCID: https://orcid.org/0000-0002-8070-9962, Maró, Zalán Márk ORCID: https://orcid.org/0000-0001-8901-4182, Tocco, Barbara, Balogh, Péter ORCID: https://orcid.org/0000-0002-8611-0221 and Czine, Péter ORCID: https://orcid.org/0000-0003-3276-7989 (2025) Who Are the Consumers of European Farmers' Markets? : A Cross‐Country Analysis. Agribusiness . DOI 10.1002/agr.22058

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Official URL: https://doi.org/10.1002/agr.22058

Abstract

With substantial growth in the number of farmers' markets (FMs) in developed countries, the number of consumers visiting FMs is also increasing. This study comparatively assesses the consumers of FMs in three European countries where FMs traditionally play a distinctive role in food supply chains. Based on representative samples from Hungary ( n = 614), Italy ( n = 600) and the UK ( n = 600), the odds of consumers visiting FMs are identified as high. The logistic regression results provide insights into the possible characteristics of a typical FM consumer, while also revealing the reasons why consumers typically do not visit FMs. Both managerial and policy implications are defined.

Item Type:

Article

Uncontrolled Keywords:

binary logistic regression ; consumer behavior ; farmer's market ; purchasing habits ; short food supply chains (SFSCs)

JEL classification:

Q13 - Agricultural Markets and Marketing; Cooperatives; Agribusiness
Q18 - Agricultural Policy, Food Policy

Divisions:

Institute of Sustainable Development
Institute of Operations and Decision Sciences

Subjects:

Logistics, production management
Agriculture

Funders:

National Research, Development and Innovation Office