The potential opportunity of add-on service values in farmers' markets—A best–worst scaling method
Journal
Australian Journal of Agricultural and Resource Economics
Journal Volume
69
Journal Issue
2
Start Page
383
End Page
404
ISSN
1364-985X
1467-8489
Date Issued
2025-02-25
Author(s)
Abstract
Farmers' markets (FMs) are a key marketing channel for farmers, and various new service values, such as providing vegetable and fruit boxes, emerged during the COVID-19 pandemic. Thus, identifying which service values take precedence for consumers is essential. This study used the best–worst scaling method to explore FM service values. A total of 881 valid FM consumer samples were collected. Mixed multinomial logit analysis and a latent class multinomial logit model were employed to identify segments of FM consumers on the basis of their prioritisation of FM service values. The results revealed that the three most highly prioritised service values in FMs are product freshness, food safety certification and reasonable pricing. The FM consumer respondents were categorised into three major groups: price conscious, food safety conscious and community supporter groups. Community supporters accounted for approximately 54% of the respondents. This study confirmed that leafy, squashes as well as root and tuber vegetables were the three preferred agricultural product categories among the FM consumers who prioritised the ‘providing vegetable and fruit boxes’ service value.
Subjects
agribusiness
farmers' market
market development
product attributes
sustainability
Publisher
Wiley
Type
journal article