Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/184676 
Year of Publication: 
2018
Series/Report no.: 
Diskussionsbeitrag No. 1807
Publisher: 
Georg-August-Universität Göttingen, Department für Agrarökonomie und Rurale Entwicklung (DARE), Göttingen
Abstract: 
Farmer-to-consumer direct marketing provides an alternative marketing strategy for farmers, ensuring their income while also meeting consumers' increasing demand for local food. This study evaluates the challenging factors of this marketing channel from the farmers' viewpoint. A CAPI survey was carried out among 121 German livestock owners. The results of a cluster analysis demonstrate that the location of the farm represents the most challenging requirement for the interviewed farmers. The cluster analysis additionally reveals that most of the livestock owners see problems with the implementation of requirements concerning the personal challenges of direct farm marketing (especially hygiene regulations, self-motivation and customer contact).
Subjects: 
farmer-to-consumer direct marketing
local farm products
German livestock owners
Document Type: 
Working Paper

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