Consumer Preferences in the Purchase of Agri-Food Products: Implications for the Development of Family Farms

Abstract

The purpose of this study was to investigate the preferences of Romanian consumers when purchasing agri-food products, with a focus on products from family farms, and to identify pathways for promoting family farms’ outputs for enhancing the development of rural areas and the local economy. For this, a survey was carried out using a questionnaire as the main tool. Firstly, the data collected were analysed from a descriptive point of view. Then, multiple linear regression and the chi-square test were used to determine the relationships between variables, and ANOVA was used to identify significant differences between groups. The results revealed that consumers with a higher level of education are more confident in certified products and are better informed, with a greater ability to distinguish certified from non-certified products through logos. Finally, the results indicate an opportunity for family farms to sell their products for a higher price within a secure market, mainly in urban areas. However, for this to happen, it is necessary to implement a quality scheme, highlighting the origin and originality of the product (product obtained from a family farm, including logo) coupled with awareness campaigns on the advantages that this product has, both for the consumer and the farmer or the region it comes from. These aspects could improve the development of rural areas from all points of view.

Keywords

• family farm
• consumers’ willingness to pay
• preferences
• promotion