Exploring the urban consumers’ experience and the influencing factors in berry-picking activities in China

Abstract

ABSTRACT Berries hold a unique appeal, stemming from their natural aspect and the embedded cultural ecosystem services they can offer. While extensive studies have examined rural berry collectors, there is a gap of research on the engagement of urban consumers in berry-picking activities, particularly in emerging markets. This study addresses this gap by investigating the experience, consumer motivations, and other influential factors of urban consumers engaging in berry-picking activities in selected municipalities in China. Drawing on in-depth interviews with urban consumers involved in berry-picking and the thematic analysis, this research revealed three berry-picking patterns, including wild picking, pure commercial picking (U-pick), commercial picking with extra services (Pick and Plus). It identified key factors influencing urban consumer experience, namely consumer motivations, social media marketing, convenience, and service capability. It explored the challenges confronting individual berry farmers. The results highlighted the cultural and social significance of berry-picking activities, as well as the service potential of fresh berries as territorial products to bridge urban-rural divides. The research contributes up-to-date insights to the broader discourse on the cultural and provisioning ecosystem services offered by berries, shedding light on the intricate interplay among urban consumers, fresh berries, rural berry farmers and other relevant stakeholders.