Farmers’ markets have been booming in recent years and are becoming an important alternative food network. They enable farmers to sell their products directly to customers and thus shorten the supply chain. Market organisers must meet the needs of both consumers and vendors by ensuring customer satisfaction while maintaining profitability for vendors. The present study identified four basic segments at farmers’ markets, as follows: (1) product-oriented customers; (2) personal social responsibility-oriented customers; (3) entertainment and emotional-oriented customers; (4) alternative food-oriented customers. These segments were analysed using Structural Equation Modeling in relation to the amount of money spent on average at a farmers’ market. The results indicate that most money was spent at farmers’ market segments that are oriented at entertainment and emotional-oriented and product-oriented customers. This indicates that farmers’ markets are no longer just a place to purchase fresh, high-quality food, but also a place that people visit for its atmosphere, for the food that can be eaten on-site, and to buy products not for direct consumption (e.g. flowers). It also proved the negative moderation effect of entertainment-oriented motivation on the amount of money spent with connection to product-orientation, which suggests that entertainment-orientated customers spend more than product-oriented customers.
Annes A., Bessiere J. (2018): Staging agriculture during on-farm markets: How does French farmers’ rationality influence their representation of rurality? Journal of Rural Studies, 63: 34–45. https://doi.org/10.1016/j.jrurstud.2018.07.015
Besik D., Nagurney A. (2017): Quality in competitive fresh produce supply chains with application to farmers’ markets. Socio-Economic Planning Sciences, 60: 62–76. https://doi.org/10.1016/j.seps.2017.03.001
Birch D., Memery J., de Silva Kanakaratne M. (2018): The mindful consumer: Balancing egoistic and altruistic motivations to purchase local food. Journal of Retailing and Consumer Services, 40: 221–228. https://doi.org/10.1016/j.jretconser.2017.10.013
Cassia F., Ugolini M., Bonfanti A., Cappellari C. (2012): The perceptions of Italian farmers’ market shoppers and strategic directions for customer-company-territory interaction (CCTI). Procedia – Social and Behavioral Sciences, 58: 1008–1017. https://doi.org/10.1016/j.sbspro.2012.09.1081
Chen W., Scott S. (2014): Shoppers’ perceived embeddedness and its impact on purchasing behavior at an organic farmers’ market. Appetite, 83: 57–62. https://doi.org/10.1016/j.appet.2014.08.010
Chin W.W. (1998): The partial least squares approach for structural equation modeling. In: Marcoulides G.A. (ed.): Modern Methods for Business Research. Lawrence Erlbaum Associates, London: 295–236.
Demartini E., Gaviglio A., Pirani A. (2017): Farmers’ motivation and perceived effects of participating in short food supply chains: evidence from a North Italian survey. Agricultural Economics – Czech, 63: 204–216. https://doi.org/10.17221/323/2015-AGRICECON
Figueroa-Rodríguez K., Álvarez-Ávila M., Hernández Castillo F., Schwentesius Rindermann R., Figueroa-Sandoval B. (2019): Farmers’ market actors, dynamics, and attributes: A bibliometric study. Sustainability, 11: 745. https://doi.org/10.3390/su11030745
Fornell C., Larcker D.F. (1981): Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18: 39–50. https://doi.org/10.1177/002224378101800104
Jilcott Pitts S., McGuird J.T., Wu Q., Rushing J., Uslan D., Stanley K.K., Bullock S.L., Ward R.K., Rafferty A.P., Ammerman A.S. (2016): Assessing preliminary impact of the North Carolina community transformation grant project farmers’ market initiatives among rural residents. Journal of Nutrition Education and Behavior, 48: 343–349. https://doi.org/10.1016/j.jneb.2016.03.001
Kutnohorská O., Tomšík P. (2013): Consumers’ perception of the health aspects of organic food. Agricultural Economics – Czech, 59: 293–299. https://doi.org/10.17221/142/2012-AGRICECON
Luck J.L., Norwood F.B. (2016): Some vegetarians spend less money on food, others don’t. Ecological Economics, 130: 232–242. https://doi.org/10.1016/j.ecolecon.2016.07.005
Magkos F., Arvaniti F., Zampelas A. (2006): Organic food: Buying more safety or just peace of mind? A critical review of the literature. Critical Reviews in Food Science and Nutrition, 46: 23–56. https://doi.org/10.1080/10408690490911846
Meyers L., Gamst G., Guarino A. (2016): Applied Multivariate Research. 3rd Ed. SAGE Publications, Los Angeles: 559–560.
McNeill L., Hale O. (2016): Who shops at local farmers’ markets? Committed loyals, experiencers and produce-orientated consumers. Australasian Marketing Journal (AMJ), 24: 135–140. https://doi.org/10.1016/j.ausmj.2016.01.003
Munro B.H. (2005): Munro’s Statistical Methods for Health Care Research. Wolters Kluwer Health, Philadelphia: 405–434.
Oñederra-Aramendi A., Begiristain-Zubillaga M., Malagón-Zaldua E. (2018): Who is feeding embeddedness in farmers’ markets? A cluster study of farmers’ markets in Gipuzkoa. Journal of Rural Studies, 61: 22–33. https://doi.org/10.1016/j.jrurstud.2018.05.008
Pallant J. (2005): SPSS Survival Guide: A Step by Step Guide to Data Analysis Using SPSS for Windows. 3rd Ed. Open University Press, New York: 53–65.
Pett M.A., Lackey N.R., Sullivan J.J. (2003): Making sense of factor analysis: the use of factor analysis for instrument development in health care research. 1st Ed. Sage Publications Inc., London: 62–65.
Pilař L., Balcarová T., Tichá I., Poláková J. (2018): Customer experience with farmers’ markets: what hashtags can reveal. International Food and Agribusiness Management Review, 21: 755–770. https://doi.org/10.22434/IFAMR2017.0039
Pokorná J., Pilař L., Balcarová T., Sergeeve I. (2015): Value proposition canvas: identification of pains, gains and customer jobs at farmers’ markets. AGRIS on-line Papers in Economics and Informatics, 7: 123–130. https://doi.org/10.7160/aol.2015.070412
Polimeni J.M., Iorgulescu R.I., Mihnea A. (2018): Understanding consumer motivations for buying sustainable agricultural products at Romanian farmers markets. Journal of Cleaner Production, 184: 586–597. https://doi.org/10.1016/j.jclepro.2018.02.241
Tong D., Fen F., Mack J. (2012): Locating farmers’ markets with an incorporation of spatio-temporal variation. Socio-Economic Planning Sciences, 46: 149–156. https://doi.org/10.1016/j.seps.2011.07.002
Schmit T.M., Gómez M.I. (2011): Developing viable farmers markets in rural communities: An investigation of vendor performance using objective and subjective valuations. Food Policy, 36: 119–127. https://doi.org/10.1016/j.foodpol.2010.10.001
Witzling L., Shaw B.R. (2019). Lifestyle segmentation and political ideology: Toward understanding beliefs and behavior about local food. Appetite, 132: 106–113. https://doi.org/10.1016/j.appet.2018.10.003
Yu H., Gibson K.E., Wright K.G., Neal J.A., Sirsat S.A. (2017): Food safety and food quality perceptions of farmers’ market consumers in the United States. Food Control, 79: 266–271. https://doi.org/10.1016/j.foodcont.2017.04.010