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| Tekijä: | McEachern, M. G. (et al.) |
| Otsikko: | Thinking locally, acting locally? Conscious consumers and farmers' markets |
| Lehti: | Journal of Marketing
2010 : MAY, VOL 26:5-6, p. 395-412 |
| Asiasana: | consumer behaviour farms authenticity quality United Kingdom |
| Kieli: | eng |
| Tiivistelmä: | Consumers are becoming increasingly conscious and demanding better quality and more "authentic" food. This puts pressure on the food production industry to change their practices of sourcing, processing and distribution. This paper approaches the issue by studying the consumption of local food from farmers' markets. In-depth interviews with conscious consumers reveal that these consumers are aware of their limitations (e.g. convenience and money) and that integrating ethical considerations with their consumption is a complex task. The authors propose strategic actions that can help farmers' markets in differentiating their products. |
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