Abstract
The purpose of this paper is to elicit UK and Albanian consumers’ perceptions of food outlets in order to understand their views on supermarkets and farmers’ markets as outlets for organic food. A qualitative research methodology was chosen as the best way to get an in-depth understanding of how consumers of these two different countries understand and evaluate buying organic food from two different food outlets. This exploratory research is a first step to find out how and why organic food is being bought in supermarkets and farmers’ markets. The results show that respondents associated organic with vegetables and fruit, that taste good, are healthy, and are free of pesticides and hormones. The importance of motives varies between the outlets they prefer for buying organic food. An interesting finding is the fact that Albanian respondents refer to the farmers’ markets as the villagers’ market.
Highlights
There has been a recent increase in consumers’ interest in local, healthy and environmentally friendly food which has brought about a renewed interest in farmers’ markets [1]
It may be due in part to the negative connotations that some green consumers have of more mainstream food outlets, supermarkets [6] (p. 620)
Taking into consideration the above, an exploratory research approach has been adopted because very little is known about Albania and its consumers and Albania as a research topic is underdeveloped in the literature [127]
Summary
There has been a recent increase in consumers’ interest in local, healthy and environmentally friendly food which has brought about a renewed interest in farmers’ markets [1]. There has been a rise in the interest that UK consumers show in purchasing food from farmers’ markets [3]. This is partly due to positive associations with both the products. Sustainability 2015, 7 available and the shopping process at farmers’ markets [4,5]. It may be due in part to the negative connotations that some green consumers have of more mainstream food outlets, supermarkets [6] Communist is the regime where the private property and a profit-based economy are replaced with public ownership and communal control of at least the major means of production (e.g., mines, mills, and factories) and the natural resources of a society (Encyclopaedia Britannica).) European country has been dramatic [7]
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