Eine Plattform für die Wissenschaft: Bauingenieurwesen, Architektur und Urbanistik
Eine Plattform für die Wissenschaft: Bauingenieurwesen, Architektur und Urbanistik
Alternative food networks on digital platforms: Consumer preferences for platform versus local food attributes
https://orcid.org/0000-0002-8108-7587
Abstract Digital platforms are affecting more areas of our lives, and both practitioners and researchers have begun exploring their potential for alternative food networks (AFNs). As AFNs move into the digital realm, additional attributes become available to consumers that can offer motives for participation. Past literature about AFNs and digital platforms has described very different types of consumer motives for participation. As AFNs move into the digital realm, we know very little about consumer preferences regarding this new and complex choice context. This study explored consumer preferences for digital AFN attributes based on a choice experiment with best-worst scaling. The data were collected from 768 Norwegian REKO (a digital farmer's market on Facebook) consumers. The analysis revealed that traditional AFN attributes were more important than digital attributes. However, digitalisation can help augment traditional AFN attributes, such as shorter value chains and transparency. The results also show the presence of two customer segments with different motives and preferences for AFN attributes. Overall, the findings confirm the need for further research on digital AFNs as this new context is a unique environment that challenges assumptions from several different perspectives.
Highlights Investigates consumer preferences for digital AFN attributes. Traditional AFN attributes are more important than digital platform attributes. Potential for synergies between AFNs and digital platforms. Hedonic and utilitarian customer segments with differing preferences for digital AFNs.
Alternative food networks on digital platforms: Consumer preferences for platform versus local food attributes
https://orcid.org/0000-0002-8108-7587
Abstract Digital platforms are affecting more areas of our lives, and both practitioners and researchers have begun exploring their potential for alternative food networks (AFNs). As AFNs move into the digital realm, additional attributes become available to consumers that can offer motives for participation. Past literature about AFNs and digital platforms has described very different types of consumer motives for participation. As AFNs move into the digital realm, we know very little about consumer preferences regarding this new and complex choice context. This study explored consumer preferences for digital AFN attributes based on a choice experiment with best-worst scaling. The data were collected from 768 Norwegian REKO (a digital farmer's market on Facebook) consumers. The analysis revealed that traditional AFN attributes were more important than digital attributes. However, digitalisation can help augment traditional AFN attributes, such as shorter value chains and transparency. The results also show the presence of two customer segments with different motives and preferences for AFN attributes. Overall, the findings confirm the need for further research on digital AFNs as this new context is a unique environment that challenges assumptions from several different perspectives.
Highlights Investigates consumer preferences for digital AFN attributes. Traditional AFN attributes are more important than digital platform attributes. Potential for synergies between AFNs and digital platforms. Hedonic and utilitarian customer segments with differing preferences for digital AFNs.
Alternative food networks on digital platforms: Consumer preferences for platform versus local food attributes
https://orcid.org/0000-0002-8108-7587
Abstract Digital platforms are affecting more areas of our lives, and both practitioners and researchers have begun exploring their potential for alternative food networks (AFNs). As AFNs move into the digital realm, additional attributes become available to consumers that can offer motives for participation. Past literature about AFNs and digital platforms has described very different types of consumer motives for participation. As AFNs move into the digital realm, we know very little about consumer preferences regarding this new and complex choice context. This study explored consumer preferences for digital AFN attributes based on a choice experiment with best-worst scaling. The data were collected from 768 Norwegian REKO (a digital farmer's market on Facebook) consumers. The analysis revealed that traditional AFN attributes were more important than digital attributes. However, digitalisation can help augment traditional AFN attributes, such as shorter value chains and transparency. The results also show the presence of two customer segments with different motives and preferences for AFN attributes. Overall, the findings confirm the need for further research on digital AFNs as this new context is a unique environment that challenges assumptions from several different perspectives.
Highlights Investigates consumer preferences for digital AFN attributes. Traditional AFN attributes are more important than digital platform attributes. Potential for synergies between AFNs and digital platforms. Hedonic and utilitarian customer segments with differing preferences for digital AFNs.
Alternative food networks on digital platforms: Consumer preferences for platform versus local food attributes
Viciunaite, Viktorija (Autor:in)
Journal of Rural Studies ; 100
08.04.2023
Aufsatz (Zeitschrift)
Elektronische Ressource
Englisch
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