Social media networks are increasing in popularity and have been integrated into many aspects of daily life. Analysis of the ways in which individuals use social media is important for understanding social, cultural, and environmental issues. This study examines experiences of farmers’ market customers through their self- expression on social networks. Contributions to the Instagram social network based on the #farmersmarket hashtag were gathered on a single day, yielding 19,398 contributions created by 13,862 users. Six major linked hashtags were identified (#Organic, #Fresh, #Food, #Local, #Vegan, and #Healthy), providing key indicators of the characteristics of farmers’ markets that are valued by customers. Four customer segments were identified: Product Oriented, Emotional Oriented, Social Oriented, and Product-Social Oriented, with strong interconnections identified between these communities. The results of this study provide insights into consumer values and behaviors in the farmers’ market context and will be of practical use for future marketing and management.
USA: International Food Information Council Foundation, Washington, D.C.
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 30 Document Number: D10554
Notes:
3 pages., Via website, International Food Information Council Foundation., While consumers cite broad aspects like taste, price and familiarity as the top reasons to purchase certain foods, they also crave a deeper understanding of what they are eating. Americans want to learn more about the origins of their food and its entire journey from farm to fork, according to the International Food Information Council (IFIC) Foundation.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 133 Document Number: D11398
Notes:
17 pages., Online via website., A national survey among U.S. adults explored public thinking about scientists and their research on GM food. "In broad strokes, the survey shows that Americans believe the public is paying more attention to health eating today than they did 20 years ago. But, it is not clear to the public whether people are actually eating healthier today. ... About half of U.S. adults think the eating habits of Americans are less healthy today than they were 20 years ago and most point the blame at both the quantity and quality of what people eat."
