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Consumer satisfaction in alternative food networks (AFNs): evidence from Northern Italy

Agricultural Communications Documentation Center (ACDC)
Carzedda, Matteo (main author), Marangon, Francesco (author), Nassivera, Federico (author), Troiano, Stefania (author)
Online journal article
Publication Date:
Italy: Science Direct
Agricultural Communications Documentation Center, Funk Library, University of Illinois
Subject Term:
attitudes, communication channels, consumers, rural development, sustainability, food production, farmer communication, communication strategies, Italy (Europe), environmental issues, ethical consumption, food quality, Alternative food networks, Consumer attitude, Perceived quality
7 pages., Via online journal, The emergence of Alternative Food Networks (AFNs) has drawn the attention of researchers from various fields, who try to understand and explain these new phenomena. The purpose of this paper is to explore how personal attitude and product quality perception influence relative satisfaction over participation in AFNs, therefore contributing to the literature on socially conscious consumerism. Structural Equation Modeling is used to investigate the determinants of consumers' attitudes towards AFNs, its influence on perceived quality of food products, and their relative influence over satisfaction with participation in AFNs. A survey was conducted among 210 AFN participants. The results from this study suggest that consumers' attitude towards AFNs directly influences the perceived quality of food products; moreover, the analysis confirms the relationship between these two elements and overall satisfaction with participation in AFNs. Finally, the research provides suggestions on how to improve consumers’ involvement and mainstream AFNs.