Influencing Factors of a Sustainable Vegetable Choice. The Romanian Consumers’ Case

Segmentation of Consumer Preferences for Vegetables Produced in Areas Depressed by Drought

The megadrought in Chile’s north and central zones has impacted the horticultural production of family farming. One way to mitigate these effects is by adding value to vegetables. However, no studies show the main attributes consumers value of vegetables produced in the megadrought zone. The study’s objective was to evaluate consumer preferences and identify segments based on the extrinsic attributes of vegetables grown in areas depressed by drought. We surveyed 946 vegetable buyers from the Antofagasta, Valparaiso, and Maule regions. Through the conjoint analysis technique, we identified that the main attributes preferred by consumers were presentation (45.3%) and type of vegetables (21.8%), followed by labeling (15.9%), producers (10.3%), and origin (6.7%). The cluster analysis revealed the existence of three segments. The largest segment is motivated by the way vegetables are presented (49.7%), followed by a second segment that values multi-attributes (31.9%) and a smaller segment that is interested in labeling (18.4%). These findings can help position these products in the market and raise awareness of family farming and the economic and production problems that they currently face.

Eating in Season—A Lever of Sustainability? An Interview Study on the Social Perception of Seasonal Consumption

Seasonality is a lever of sustainability. However, very little is known about the social perceptions of “in season” food consumption. We aimed to explore different French social groups’ perceptions of seasonality, “in season” food choices, and their respective advantages or disadvantages. We interviewed 73 individuals (general population = 32, clients of short supply chains = 28, Etiquettable (a sustainability app) users = 13). In-depth, semi-structured interviews using open-ended questions were conducted. Content and thematic, textual, and quantitative analyses were performed. We found four clusters of interviewees who differed in social backgrounds and motivations for eating “in season.” A social divide between individuals for whom “eating seasonally” was a priority (upper strata), and those who “eat unseasonally” (lower strata) was highlighted. An analysis of motivations showed a contrast between individuals who were familiar with seasonal food rhythms and aimed to support the local economy and the older generation for whom seasonal products gave better value for money. The implications of public action on sustainable consumption are discussed with respect to the knowledge of seasonality, targeted segments of the population, and a combination of arguments to encourage seasonal consumption.

Sustainability in the Case of Small Vegetable Farmers: A Matrix Approach

Considering that sustainability is a relative concept, but also that this limitation could be avoided through continuous adaptation of the evaluation tools by taking into account the directions of change (such as time, space, application domain), the goal of the present study is to elaborate a matrix for measuring the level of sustainability for small vegetable farms. Thus, looking at what sustainability could represent under such circumstances, we divided its characteristics into four main dimensions (economic, social, environmental, cultural), while adding the private dimension. Inclusion of the private dimension may provide potential added value to this study, and thus enrich the general perspective of producers’ capacity to meet the sustainability goals in their entrepreneurial activity. To quantify these five dimensions of the sustainability matrix, a questionnaire was built up and used as support for face-to-face interviews conducted at the level of the North-East Development Region of Romania. Our results showed associations between diverse components of the dimensions considered, revealing their synergy in farm activity, along with the occurrence of some differences in the levels of sustainability dimensions and sub-dimensions, which differ as a function of the specific types of vegetable production (conventional, ecologic, natural, mixed).