E-Consumers and Local Food Products: A Perspective for Developing Online Shopping for Local Goods in Poland

Psychosocial drivers influencing local food purchasing: beyond availability, the importance of trust in farmers

Introduction

Although consumers bought more local food during the changing context of pandemic COVID -19, this positive modification may not become a stable habit afterward.

Methods

To understand this change in drivers of consumers' intention to buy local food, we investigated the role of perceptions of various intrinsic and extrinsic attributes of local food, its perceived quality, price and availability, and consumers' trust in local food producers. We also investigated the role of sociodemographic variables as well as the moderating role of consumers' stage of change (i.e., absence, reduction, maintenance, and increase) in the purchase of local food.

Results

Structural equation modeling results on a representative sample of Italian consumers (N = 511) showed that local food availability is the main driver of purchase intention (β = 0.20; p = 0.001), especially among consumers who have changed their habits toward buying local food (reduction stage = β = 0.24; increase stage = 0.30; p = 0.001). In addition, trust in local food producers was found to be a key antecedent to consumers' perceptions of local food as environmentally friendly (β = 0.57; p = 0.001), healthy (β = 0.55; p = 0.001), authentic (β = 0.58; p = 0.001), tasty (β = 0.52; p = 0.001), socially sustainable (β = 0.59; p = 0.001), and as a product with a good appearance (β = 0.55; p = 0.001).

Discussion

Overall, these results improve our understanding of which food attributes should be emphasized in communication to promote the purchase of local food.

The Value of Craft Beer Styles: Evidence from the Italian Market

This study aims to estimate the market value, or implicit prices, associated with the main craft beer attributes (e.g., beer style, organic, gluten-free, and package-related features) and support producers in detecting the more profitable marketing strategies. For this purpose, we conducted an empirical analysis employing sales data of craft beers from the Italian online market, and we estimated a hedonic price model via ordinary least squares. Results show that the type of package and cup only has moderate effects on price. Furthermore, a moderate premium price is found for gluten-free craft beers, while craft beers with organic labels and Italian origin do not benefit from the higher price. Instead, the beer style adopted strongly affected the product price: the highest premium prices were detected for Barleywine (+49.9%) and Italian Grape Ale (+39.6%) beer styles. Furthermore, relevant premium prices, higher than +25%, were estimated for other beer styles such as Sour, Fruit Beer, and Stout. Results suggest that artisanal breweries can effectively differentiate their product according to the beer style. To the best of our knowledge, the current study offers the first empirical evidence on how beer styles as well as other product characteristics affect the market price of craft beer by using secondary data.

Analysis of Consumer Behaviour in the Context of the Place of Purchasing Food Products with Particular Emphasis on Local Products

BACKGROUND

Researchers and marketing specialists study consumer behaviour in the market because it is an important part of economics. There is a growing trend among consumers to buy local products. Consumers know that buying local products is seen to support local producers and entrepreneurs and protect the domestic economy.

METHODS

A diagnostic survey analysis was conducted among 404 respondents from Eastern Poland in 2022 to achieve the research objectives. The aim was to present the specifics of the phenomenon of consumer behaviour in relation to the place of purchase of food products, with particular emphasis on local products, according to the qualitative approach adopted. An attempt was made to identify and evaluate the attitudes and declarations of individual consumers in this area. A questionnaire was used as the research tool, and its distribution was carried out entirely electronically via the Internet.

RESULTS

The study showed that shopping habits vary by location and age, with hypermarkets and local stores popular among both men and women, while online shopping and wholesale options were also common.

CONCLUSIONS

Understanding how consumers make decisions is a complex task, as it involves various factors such as thoughts, emotions and actions that lead to product selection and purchase. These factors can vary based on demographic characteristics, such as gender, age, and location. Studies have shown that Polish consumers are more likely to buy local products from large chain stores than from smaller manufacturer-owned stores, and prefer domestically produced goods, which is reflected in an ethnocentric attitude toward the local market.

Consumers' Channel Preference for Fresh Foods and Its Determinants during COVID-19-Evidence from China

The public has been experiencing unprecedented challenges during the COVID-19 pandemic for the past two years. Government measures, such as improvements in offline markets and the encouragement of contactless e-commerce use, have been taken to abate the spread of infection. This study explored whether public channel preferences for fresh foods have changed and aimed to identify potential determinants. Data from 10,708 consumers were obtained by issuing questionnaires, and the binary logic measurement model was used for the empirical analysis to study the core factors that determine consumers' choice of online and offline purchase channels for fresh food. The results show that, from the perspective of consumers' personal behavior, consumers who do not pay attention to online evaluations and consumers who do not buy products based on their purchase experience have increased the frequency of online fresh food purchases during the epidemic. Food safety also significantly affects consumers' choices of purchase channels. Consumers who believe that online fresh foods are safer prefer to purchase fresh food online. Among the factors affecting the performance of online fresh food, consumers concerned about food safety increased the frequency of online purchases, while consumers concerned about the reputation of the platform decreased the frequency of online purchases. These findings can help online and offline retailers better understand consumer needs and then determine their marketing strategies.

Validity and Reliability of the Turkish Version of the Sustainable and Healthy Eating Behaviors Scale

This study was conducted to determine the validity and reliability of the Turkish version of the Sustainable and Healthy Eating (SHE) Behaviors Scale. The original scale included 8 factors and 34 items related to the SHE behaviors of adults. The research was carried out in three stages with a total of 586 participants aged 19 to 50 years. The Cronbach alpha coefficient was used to evaluate internal consistency reliability and the test-retest method was applied. Exploratory factor analysis (EFA) was performed to determine the factor structure. The model obtained with EFA was evaluated with confirmatory factor analysis (CFA). The Cronbach alpha coefficient of the scale was found to be excellent at 0.912, and the intra-class correlation coefficient was found to be good at 0.832 using the test-retest method. Considering the suitability of the data for factor analysis, the KMO coefficient was 0.859, and the significance level of the Bartlett test of sphericity was less than 0.05 (χ2=3.803,25; p<0.05). As a result of EFA, the items of the scale were found to be distributed in 7 factor dimensions. The factor loadings of the items were between 0.516 and 0.890, and the factors explained 67% of the variance. Considering the fit indices obtained as a result of the analysis of this model with CFA, it was seen that the model had an acceptable fit (χ2/sd=2.593, CFI=0.915, Tucker-Lewis index=0.902, SRMR=0.0754, and RMSEA=0.067). In conclusion, the Turkish version of the SHE Behaviors Scale has credible reliability and construct validity to assess the sustainable and healthy eating behaviors of the Turkish adult population.

‘We Are Family’—How Urban Specialty Shops Portray the Consumers of Rural Provenance Foods

The literature on food consumption and marketing has been mainly concerned with identifying the appeal of the physical and sensorial features of food products, consumer choice determinants and their profiling according to socioeconomic characteristics, and perceptions and practices. This paper takes a different approach by analyzing how consumers are being represented and engaged with in the promotion of rural provenance foods, an overlooked topic within the literature. For this purpose, a content analysis was conducted on promotional materials (printed materials—including brochures, business cards and leaflets), website publications and social media (Facebook and Instagram) posts issued by 30 specialty shops located in three Portuguese cities (Aveiro, Lisbon and Porto). A total of 7491 files were analyzed. Empirical evidence shows that consumers are mainly portrayed through references to their symbolic features or as elements of a connection established and nurtured by the shops. Sociodemographic features lack relevance in opposition to the relevance attributed to the interaction between the shops and the consumers. All in all, the analysis highlights the significance of the interaction between the shops and the consumers in the promotion of products, fostering close and familiar relationships attentive to consumer preferences, emotions and values.

Investigating the Drivers of Sustainable Consumption and Their Impact on Online Purchase Intentions for Agricultural Products

This research is an attempt to explore the drivers of sustainable consumption and their impact on online purchase intentions (OPI) for agricultural products. To this aim, social influence (SI) and quality assurance (QA) were identified as the drivers of sustainable consumption leading to the formation of OPI. The input from the technology acceptance model (TAM) and unified theory of acceptance and use of technology (UTAUT) has been incorporated to develop a model that explains the formation of OPI. Primary data were collected from 612 respondents and subjected to partial least square (PLS) analysis. The impact of SI and QA on OPI was found to be positively significant. Furthermore, the influence of perceived value (PV) as a mediator for the SI–OPI relationship has been discovered to be positively significant. This shows that as the PV increases, the influence of SI also increases. However, when the perceived risk (PR) was introduced as a mediator for the QA–OPI relationship, the influence of QA on OPI became insignificant. SI and QA impacts are the most important aspects that influence OPI according to this study, which is useful information for agricultural enterprises and online vendors. It is proposed that the SI and QA impacts might be exploited as a new tool to influence customers’ OPI for agricultural firms and online sellers. Therefore, managers must work to produce greater levels of PV in online purchases and reduce the PR in order to develop OPI for sustainable consumption.

A Bibliometric Analysis and Systematic Review on E-Marketplaces, Open Innovation, and Sustainability

In recent years, the rise of e-commerce has prompted the emergence of electronic marketplaces, or e-marketplaces, which act as intermediaries in the buying and selling process, bringing together several vendors to offer a wide range of products and services to customers, generating modalities such as business-to-business (B2B), business-to-consumer (B2C) or consumer-to-consumer (C2C) e-marketplaces. E-marketplaces offer advantages such as access to potential buyers, business and product visibility, the reduction of transaction costs, the comparison of offers and prices among competitors, and the ease of business internationalization. However, the success of e-marketplace business models depends on the sustainability of these platforms, which must involve different stakeholders in order to meet economic, environmental, and social objectives. Therefore, this study presents a bibliometric analysis and systematic review of e-marketplaces, open innovation, and sustainability for the last ten, five, and two years. The analysis includes the number, types, and subject areas of documents published each year, as well as considerations such as the most-cited publications and the leading authors, journals, countries, and institutional affiliations. The analysis also includes a study of the relevant concepts in the publications and their relationships, identifying the predominant topics related to e-marketplaces, open innovation, and sustainability. The results indicate a focus on subject areas such as social sciences, environmental sciences, energy, business, management, and accounting, which is consistent with the economic, environmental, and social dimensions of sustainability. The findings show that e-marketplaces, open innovation, and sustainability are closely related to concepts such as sustainable development, e-commerce, digital marketing, China (the leading country in terms of publications in all periods), logistics, supply chain management, big data, planning, and decision making. Future works should address traffic congestion and environmental impact, new delivery practices in last-mile logistics, and the motives for users’ engagement in e-marketplaces. Likewise, future research can be oriented toward sustainability dimensions and stakeholders’ integration through open innovation and toward the limitations of SMEs in order to access and benefit from digital platforms.

Sustainable Home Meal Replacement (HMR) Consumption in Korea: Exploring Service Strategies Using a Modified Importance-Performance Analysis

The COVID-19 pandemic has changed traditional consumer consumption behavior and requires a new service strategy to cope with sustainable consumption. Moreover, it is necessary to focus academic attention on consumer behavior to cook and eat more easily amid Korea’s socioeconomic changes such as the increase in single-person households, aging, rising prices, and continuing economic recession. In this study, we used a revised importance–performance analysis (IPA) to identify specific measures to improve consumer satisfaction with home meal replacements (HMRs). An online survey of Korean adults who had purchased HMRs was conducted based on a convenience sampling method. According to the results, items that could be intensively improved were the ‘introduction of new dishes’, ‘creation of various flavors’, ‘cost-effectiveness, and ‘reasonable price’, whereas ‘easy to prepare’, ‘easily available’, and ‘identified country of origin’ received favorable assessments. With the growth of the non-face-to-face economy due to COVID-19, our findings suggest marketing strategies for sustainable HMR consumption.

Short Food Supply Chains in Europe: Scientific Research Directions

In the food sector, new configurations of supply chains, as opposed to global conventional ones, are drawing the attention of researchers and institutions all over the world. These are presented as a panacea for the recovery of rural economies and, in general, of food system sustainability. In this context the short food supply chains (SFSCs) become relevant, as happens in Europe, where strategies and regulations designed on their implementation were adopted. Recognising that scientific research always plays an important role in guiding institutions’ choices in many fields, it seems important to focus on how SFSCs are considered in the European academic panorama. Therefore, this contribution presents a study performed on a sample of 108 papers published in journals during the last decade. The findings concerning the investigated issues and the approaches to analysing SFSC development and effects are reported from both the producer and consumer perspective. The review strongly emphasizes the factors affecting participation in SFSCs. Moreover, it highlights that the positive perception of SFSC sustainability is not based on scientific evidence. The analysis outlines current research directions and identifies challenges that are still open in order to offer researchers food for thought with a view to developing further future insights.

Return to the New Normal: Empirical Analysis of Changes in E-Consumer Behavior during the COVID-19 Pandemic

The global pandemic caused by the new coronavirus has largely changed established business practices. The aim of this study is to present the results of eighteen months of intensive research into the effects of the pandemic on e-consumer behavior. In one of the most active e-commerce markets in Europe, the Czech Republic, we analyzed a sample of more than one and a half million Facebook users in terms of their C2B interactions on the B2C activities of the five major e-commerce market players. The measurements were carried out in three periods, which corresponded to the onset of the first wave, the peak, and the fading of the second wave of the pandemic. This enabled us to monitor the effect of seasonality and the stabilization of patterns of consumer behavior during the coronavirus crisis. The results suggest that a specific panic pattern of e-consumer behavior was developed at the time of the onset of the pandemic. However, as the pandemic progressed, the market adapted to a new normal, which, as evidenced by the change in trends, appears to be a combination of the pre-pandemic and pandemic behavioral patterns. Using a statistical analysis, it was possible to identify the delta of changes within the patterns of consumer behavior, thus fulfilling the final condition for creating an empirical model of the impacts of the COVID-19 pandemic on e-consumer behavior presented in this study.

Innovation as a Factor Increasing Fruit Consumption: The Case of Poland

Due to the low level of fruit consumption in relation to dietary recommendations in many European countries, including Poland, multidirectional actions should be taken to increase the consumption of these products. One of the ideas could be the introduction of innovative products. The main goal of the study is to determine the relationship between consumer propensity to purchase innovative products and the frequency of consumption of fruits and their preserves of consumers. The research sample consisted of 600 respondents who declared to consume fruit and were responsible for food shopping in their households. The results obtained indicate that consumers with a higher propensity to purchase innovative products consumed fruit and fruit preserves more. In addition, statistically significant differences were found between innovators and non-innovators in terms of income, expenditures on fruit purchases, places where fruit and fruit preserves were purchased and product characteristics that determined the purchase decision. The logistic regression results indicate that a higher frequency of supermarket/hypermarket and online shopping, a higher weekly spending on fruit and a greater importance attributed to the biodegradability of the packaging increased the favorability of innovation relatively to fruit products (by 23.8%, 31.4%, 32.7% and 21.6%, respectively). The relationships found may have important implications for both private and public stakeholders in the fruit and vegetable sector.

The Importance of Food Attributes and Motivational Factors for Purchasing Local Food Products: Segmentation of Young Local Food Consumers in Hungary

Future trends in sustainable food consumption include the emergence of short food supply chains and growing interest in local food products. Among the drivers are the more urgent sustainability expectations, the emphasis on environmental and social responsibility, and the changing consumer needs, of which the desire for healthy and quality products, curiosity, uniqueness, and experience are the most prominent drivers. Today’s customers are becoming more aware and open to culinary discoveries and exotic delights. In this study, we investigated the importance of product attributes related to local products, and the motivational factors that determine purchase intentions. The significance of our work lies in the fact that we have studied young consumers’ intrinsic and extrinsic motivational factors. A quantitative consumer survey was conducted using a hybrid data collection method on a sample of 1756 respondents aged between 18 and 45 years. The questionnaire focused on product features, intrinsic and extrinsic motivational elements, and demographic characteristics. The results of our study provide strong evidence that the features associated with local products include but are not limited to the following: freshness, high quality, nutritional value, reliability, safety, evoking domestic flavours, naturalness, being healthy, environmentally friendly, etc. The motivational elements were grouped into four factors: hedonism, curiosity, nutritional value, and tradition. The main reasons for young respondents purchasing local food were taste and curiosity. Based on the results of the cluster analysis, we formed three groups having different features and different motivations for purchasing local products. Moreover, we had the opportunity to understand the attitudes and perceptions of young people towards buying local products. A key result of our study is that the “value-creators” segment considers local products to be healthy and nutritious.

Issues and Challenges in Short Food Supply Chains: A Systematic Literature Review

Consumers increasingly prefer more direct and more transparent food distribution channels, such as short food supply chains (SFSCs). Nonetheless, SFSCs face a variety of issues and challenges in their creation and functioning, resulting in limited performance and sustainability, as well as in difficulties of upscaling. This study aims at improving our understanding of SFSCs’ issues/challenges through a systematic review of the most recent literature. We perform a full-text content analysis of 44 studies, looking for answers to the research questions: At which parts of the SFSCs do the issues/challenges occur? How can we characterize the issues/challenges in SFSCs? While doing so, we offer a holistic perspective on SFSCs. We make use of the SCOR model to define SFSC processes as well as to describe the nature of these issues/challenges. The findings of this study shed light on the nature and strategic-tactical-operational level of the issues/challenges in SFSCs and point out the limitations in the existing literature such as the SFSC processes that are neglected. The holistic approach we suggest and the insight on SFSCs’ issues/challenges we provide can help researchers offer effective solutions and strategies to support the overall development of SFSCs.

Rural Ties and Consumption of Rural Provenance Food Products—Evidence from the Customers of Urban Specialty Stores in Portugal

Consumers’ food preferences increasingly meet concerns of authenticity, health, origin, and sustainability, altogether attributes embodied in rural provenance food products. The dynamics of production, commercialization, and availability of these products in urban centers are growing stronger. This study aims to explore rural provenance food consumption and underlying motivations, the consumers’ images of products and provenance areas, and the influence of rural ties in consumption. Data from a survey directed to 1554 consumers of 24 urban specialty stores located in three Portuguese cities were analyzed. The analysis is based on the differences between frequent and sporadic consumers of Portuguese rural provenance food products. The two groups significantly differ in the reasons provided to acquire the products. Those who buy and consume these products more frequently especially value sensorial features, convenience, national provenance, and the impacts on rural development. Additionally, the motivations to choose rural provenance foods tend to pair with positive images of those products and of their territories of origin. This is intrinsically connected with familiarity, a nuclear notion that encompasses the symbolic images of the products and their origins as actual connections (familiar and otherwise) to rural contexts.

The Role of Local Seasonal Foods in Enhancing Sustainable Food Consumption: A Systematic Literature Review

This article aims to review the current literature pertaining to the effects of eating local seasonal food on sustainable consumption. To this end, we examined definitions of seasonal and local food, the methodological approaches adopted to study the impact of seasonal consumption on sustainability, and sustainability dimensions investigated in journal articles. Highlighting what seasonal and local means, it is crucial to evaluate the effect of the consumption of these foods on sustainability. A systematic review of the literature was conducted using Scopus and Clarivate’s Web of Science database in line with the recommendations from the Preferred Reporting Items for Systematic Reviews and Meta Analyses (PRISMA) guidelines. Our findings suggest that the concept of local seasonality provides relevant information to the study of sustainable consumption. However, for better use of this concept, it is crucial to define what is local. At this point, regulation of labels based on geographic proximity or political boundaries proves pertinent.

Consumer versus Organic Products in the COVID-19 Pandemic: Opportunities and Barriers to Market Development

The main objective of this study was to determine the behavior of the Polish consumer of organic products during the COVID-19 pandemic and to identify preferred channels of distribution of organic products in the situation of restricted freedom of movement as well as to assess what information displayed on the labels of organic food was most important to the customer. The research was conducted on a sample of 1108 respondents with the use of CAWI technique collected in an online survey carried out in February–August 2020. To analyze the obtained results, cluster analysis, linear regression model and duplication method were used to verify the substitute channels for purchasing organic goods. The pandemic has intensified the health value of consumers when making decisions about choosing food products. Consumers are sensitive shoppers who read the content of the labels and pay attention to the ingredients of the products they buy. The price is also of significant importance for consumers; however, it is less important than, for example, the expiration date of the purchased product. With the use of PCA analysis, it was possible to identify 18 factors that could be divided into three segments: marketing, practical and sensory. The proposed factors, according to the respondents, had an effect on the purchase of organic products by Polish consumers. Regarding the preferred purchasing channels, the Internet is becoming more and more important. Almost one-quarter of the respondents confirmed that they bought organic products via the above-mentioned distribution channel. Nearly 17% of the surveyed consumers considered the Internet to be an alternative way of doing their shopping. The results obtained in the research can be used in the sector of organic food producers to design marketing strategies and to adapt their offer to the proposed four groups of purchasers of organic products: eco-activists, eco-dietitians, eco-traditionalists, eco-innovators.

Local Food Campaign in a Globalization Context: A Systematic Review

As a basic commodity, food has undergone thorough globalization, with the global food market totaling 1392 billion USD in 2019. Despite such a great amount of global food trade, the idea of favouring the consumption of local food, or local food campaigns, has won ever growing attention and advocacy in recent years as an effort to enhance social and environmental sustainability. This systematic review study draws wisdom from the extant literature and provides critical thinking on how local food differs from non-local food and whether the two are more antagonistic or more complementary. Results suggest that although the term “local food” has hardly been clearly defined, it is possible to accommodate different opinions in a set of common constructs in Eriksen’s “three domains of proximity”. Regarding the strengths of local food, researchers agree more on its strong personal connection, distinctive culture, and high quality, but less on its supporting local economy, reduced energy consumption, and environmental friendliness. Meanwhile, local food has its current weaknesses in terms of higher price and unsuccessful information communication; however, these are not without solutions. Overall, while food localization and globalization differ in purpose, they can well co-exist, promote collaboration rather than confrontation, and together accelerate the sustainable growth of the food market.

The Behavior of Dairy Consumers in Short Food Supply Chains during COVID-19 Pandemic in Suceava Area, Romania

In Romania, there is an emerging market of dairy products delivered through short food supply chains. Although this distribution system has existed since the communist period, and even though more than three decades have passed since then, the market fails to be mature, subject to taxation, or achieve a high diversity in terms of dairy categories, with a consolidated marketing culture that has significant effects on the regional socio-economic environment. The aim of this study was to observe whether the Corona Virus Disease of 2019 (COVID-19) crisis has influenced consumer behavior regarding dairy products delivered directly from producers in Suceava County, Romania. The research is based on a survey conducted between April and May, 2020, and the analysis relies on both quantitative and qualitative methods (namely, anthropological and ethnographic). From the provided responses, it a change was observed in the future buying behavior on short food supply chains, in a positive sense. One of the key findings was that family represents the main environment for passing on the values that influence the buying behavior. Another key finding was that the behavioral changes on the short food supply chains exert pressure on their digital transformations.

Consumption Preferences of Pulses in the Diet of Polish People: Motives and Barriers to Replace Animal Protein with Vegetable Protein

Today, with easy access to information, people are aware of the health benefits of pulses and their significant role in sustainable consumption. Despite this, the consumption of pulses still remains low in many developed and developing countries. The authors of the study attempted to fill the gaps in knowledge about determinants that influence the consumption of pulses. The study was conducted to identify the motives and barriers which, according to a consumer, influence the level of consumption of pulses. An attempt was made to determine to what extent a consumer is influenced by culinary trends (using the multiple linear regression equation). The survey was conducted on a sample of 1067 Polish respondents. The sample was representative and selected to reflect the social demographic distribution of the respondents. In the research, descriptive statistics were used, as well as a t-test, linear regression statistics, and discriminant function analysis. Pulses are more often considered by women to be healthy and nutritious products as well as a good alternative to meat products. The price of pulses products is very important. Men also consider those qualities to be encouraging to consume pulses, but to a lesser extent than women. The lack of knowledge and skills to prepare tasty meals from pulses is one of the most important barriers which, both in the case of women and men, prevents consumers from eating pulses more often. Identified types of diets of the respondents in the research sample showed differences in the regularity of consumption of different selected pulse products. The obtained results indicated that Polish consumers are influenced by other cuisines of the world in their preferences. The most influential cuisines were the Middle Eastern and Mediterranean, with a variety of dishes that are prepared based on pulse products. It should be emphasized that to increase the consumption of pulses, it is necessary to continue educating society through various channels, e.g., culinary, health, information programs, or by inviting celebrities who enjoy the great trust of the society to take part in the advertisement.

Factors Influencing the Sale of Local Products through Short Supply Chains: A Case of Family Dairy Farms in Slovakia

Increasing consumption of local products is a key factor for sustainable agriculture. This study deals with the factors that influence the sales of local products with a focus on value-added dairy products. The research involved 30 family businesses operating in the agro-sector. Primary data were obtained by a detailed online questionnaire survey. For deeper examination, five hypotheses were determined and statistically tested using the Friedman test and Nemenyi method. Using the acquired theoretical background and empirical research in a set of family farms, we can state that the goal of farmers is to sell their products through the shortest possible route directly to the consumer. The most commonly used tools of a short supply chain are on-farm sales and telephone order sales, on the other hand, farms rarely sell products in farmers’ markets, celebrations and anniversaries or e-shops, even though these tools all have great potential. The results show that farmers consider the product itself (quality, freshness, locality) to be the most important factor when selling local products, as well as customer recommendations and loyalty. Based on the results of the research, we propose to streamline sales support through new forms of marketing approaches to premium products, such as locally fresh products produced on family farms.

The Impact of COVID-19 Crisis upon the Consumer Buying Behavior of Fresh Vegetables Directly from Local Producers. Case Study: The Quarantined Area of Suceava County, Romania

The present paper intends to address the impact of COVID-19 crisis upon the consumer buying behavior of fresh vegetables directly from local producers as observed 30 days later, after enforcing the state of emergency in Romania within a well-defined area, namely, the quarantined area of Suceava. The study relies on the interpretation of answers received from the quarantined area (N = 257) to a questionnaire applied online nationwide. The starting point of this paper is the analysis of the sociodemographic factors on the purchasing decision of fresh vegetables directly from local producers before declaring the state of emergency in Romania (16 March 2020). Further research has been conducted by interpreting the changes triggered by the COVID-19 crisis on the purchasing intention of such products before and after the end of the respective crisis. The aim of this scientific investigation relies on identifying the methods by which these behavioral changes can influence the digital transformation of short food supply chains.