Demographic profile and motivations of visitors and consumers of a rural market event in Finland

Show full item record



Permalink

http://urn.fi/URN:NBN:fi:hulib-202011114410
Title: Demographic profile and motivations of visitors and consumers of a rural market event in Finland
Author: Bergholm, Jenna
Contributor: University of Helsinki, Faculty of Agriculture and Forestry, Department of Agricultural Sciences
Publisher: Helsingin yliopisto
Date: 2020
Language: eng
URI: http://urn.fi/URN:NBN:fi:hulib-202011114410
http://hdl.handle.net/10138/321320
Thesis level: master's thesis
Discipline: Kasvintuotantotieteet
Plant Production Science
Växtproduktionsvetenskap
Abstract: Food chains have lengthened on account of globalization during the last decades which has led to multiple sustainability concerns related to transport emissions, food security, externalization of environmental costs, consumers’ alienation from agriculture and the origin of food and the economic situation of farmers. Organic and local food, farmers’ markets and community supported agriculture are seen as some ways to enhance the sustainability of the food system. Globally, there is in abundance research about farmers’ markets and their customers. However, there is still relatively little research from Finland about farmers’ markets. In this master’s thesis, the socio-economic and demographic markers of rural event visitors were analyzed to determine their relation to purchasing and event visiting habits. The empirical data were collected through use of a survey administered at a recurrent market event. The results showed that 75.4% of the respondents were female, and that the average age among respondents was 51.8 years. In addition, 63% were living in Hyvinkää, where the event was organized. Domestic origin, price, and healthiness were the most commonly mentioned factors that affected the buying decisions. It was discovered that age had an influence on buying organic, for example, respondents in the age groups 20–29 and 30–39 were buying more organic food compared to other groups, and respondents in age group 70+ less compared to other groups (p=0.003). Income, education, or individual family composition did not affect the tendency to buy organic.
Subject: Local food
short supply chain
organic food
sustainability
rural market
farmers’ market
demographic profile
consumer behavior


Files in this item

Total number of downloads: Loading...

Files Size Format View
Bergholm_Jenna_Masters_thesis_2020.pdf 1.749Mb PDF View/Open

This item appears in the following Collection(s)

Show full item record