Agroeconomia Croatica, Vol. 14 No. 2, 2024.
Original scientific paper
https://doi.org/10.69680/ac.14.2.1
Customers’ Motivations for the Purchase of Agricultural Food Products Directly from the Farmers
Ana Čehić Marić
; Institut za poljoprivredu i turizam, Karla Huguesa 8, 52440 Poreč
Ana Težak Damijanić
; Institut za poljoprivredu i turizam, Karla Huguesa 8, 52440 Poreč
Milan Oplanić
; Institut za poljoprivredu i turizam, Karla Huguesa 8, 52440 Poreč
Abstract
Purchasing the agricultural food products directly from the farmers is a form of selling the products that have recently become increasingly attractive to the customers. The paper presents the results of a primary research in a sample of customers (N = 255) who bought the agricultural food products directly from the farmers. The research was conducted in the form of an online customer questionnaire pertaining to the area of Istria and Primorje-Gorski Kotar County. The results obtained were described while applying the descriptive statistics, a principal component analysis was used to identify the main motivational components for the purchase of agricultural food products in direct sales, whereas the existence of differences between the purchase motives according to a frequency, purchase location, and the respondents’ sociodemographic characteristics was verified by the ANOVA. The principal component analysis resulted in a two-component solution explaining 66.5% of the variance. The identified components were interpreted as product characteristic and accessibility. Certain statistical differences were detected in the purchase motives, depending on a purchase location as well as on the respondents’ sociodemographic characteristics.
Keywords
agricultural food products, direct sale, motivation, costumers
Hrčak ID:
328390
URI
Publication date:
22.12.2024.
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