Consumers' motivations for choosing alternative food retailing modes: Interviews at farmers' markets, truck stalls, and the farm in southern Alberta

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dc.contributor.authorWang, Yuchen
dc.contributor.supervisorBasil, Michael D.
dc.date.accessioned2014-10-02T22:24:45Z
dc.date.available2014-10-02T22:24:45Z
dc.date.issued2014-10-02
dc.degree.levelMastersen_US
dc.degree.levelMasters
dc.description.abstractInterviews were conducted at various alternative markets in Lethbridge and on Granville Island to discover consumers’ motivations for making shopping choices. Experience economy theory (Pine & Gilmore, 1998) and the new dominant logic for marketing theory (Vargo & Lusch, 2004) were utilized to guide the development of predictions. The study revealed that consumers considered the products more expensive but fresher and the atmosphere more appealing at farmers’ markets than at supermarkets or grocery stores. Moreover, consumers visited farmers’ markets because they wanted to support the local economy and protect the environment. Consumers shopping at truck stalls and the farm believed the markets or their products shared the benefits of freshness, healthiness, seasonality, tastiness, as well as the costs of high prices, limited selection, and an inconvenient shopping environment, with farmers’ markets. Consumers at truck stalls and the farm were concerned about the atmosphere, the local economy, and the environment as well.en_US
dc.identifier.urihttps://hdl.handle.net/10133/3498
dc.language.isoen_CAen_US
dc.proquest.subject0338en_US
dc.proquest.subject0385en_US
dc.proquest.subject0454en_US
dc.proquestyesYesen_US
dc.publisher.departmentDepartment of Marketingen_US
dc.publisher.facultyManagementen_US
dc.subjectalternative markets
dc.subjectLethbridge
dc.subjectGranville Island
dc.subjectfarmer's markets
dc.subjectshopping choice motivations
dc.titleConsumers' motivations for choosing alternative food retailing modes: Interviews at farmers' markets, truck stalls, and the farm in southern Albertaen_US
dc.typeThesisen_US
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