An ethnographic analysis of consumer information processing and decision-making at farmers’ markets

Abstract

Purpose Farmers’ markets have grown rapidly in recent years and at the same time consumers increasingly desire to eat healthfully and sustainably. This research aims to analyze the way consumers process information regarding local food claims such as sustainability and organics when shopping for local foods at farmers’ markets. Design/methodology/approach This research uses ethnographic methods that included interviews with 36 participants, more than 100 hours of participant observation and prolonged engagement over a two and half-year period. Findings The findings indicate that there are two dominant types of consumers at the farmers’ market, hedonistic and utilitarian consumers. Hedonistic consumers rely on heuristic cues such as aesthetics, their relationship with the farmer and other peripheral sources of information when making purchase decisions. Utilitarian consumers, by contrast, carefully analyze marketing messages using central route cues and tend to be more conscious of their purchase choices. Practical implications This study will help farmers more effectively position their marketing messages and help consumers be aware how they process information in this space. Originality/value Unlike previous studies of consumer behavior at farmers’ markets that primarily use survey methods, this study uses observational and ethnographic methods to capture in situ interactions in this complex buying context. Further, while much work has been done on broad concepts of local food and organic preferences, this study provides a more in-depth look at consumer information processing in the farmers’ market space that reflects a mixture of organic and non-organic food.

Determinants of the intention of Brazilian artisanal cheeses under the theoretical lens of planned behavior and perceived risk

“…This is due, in particular, to a close connection between consumers and producers, given the high frequency of direct purchase from the producer, as shown by the results of the simple correspondence analysis. Thus, the processing of information to make a decision to purchase artisanal cheeses, by consumers participating in this study, is in uenced by bonds of friendship and positive interpersonal relationships with producers, which lead them to trust in the experience, honesty, and integrity of the producer [31].…”

Agronegócio E Novos Mercados: A Percepção De Cidadãos De Niterói-Rj Sobre Agricultura Orgânica E Seus Produtos / Agribusiness and New Markets: The Perception of Citizens of Niterói-Rj About Organic Agriculture and Its Products

“…Assim, o consumo alimentar é uma via em que esse tipo de consumo ético ocorre. Os consumidores muitas vezes demonstraram um desejo de comprar alimentos orgânicos e se preocupam cada vez mais com uma produção de alimentos sustentável (GARNER, 2022).…”

Credibility of food processing companies in terms of food safety: perspective of Generation Z consumers

“…caused by the coronavirus pandemic or the war in Ukraine. In such a situation consumers become more attentive and their purchases more rational (Garner, 2022). The indicated rationality, cautiousness and pragmatism, in particular currently characterize the group of consumers referred to as Generation Z (GenZ) (Reif, Wiszowata, Suchecki, Stefa nski, & Modrzy nski, 2019), also defined as "Fresh Foodies," which covers the people born between 1996 and 2010, representing the largest consumer base through to 2030 (In Stylos, Rahimi, Okumus, & Williams, 2021).…”