ANALYSIS OF THE BEHAVIOR AND MOTIVATION OF CONSUMERS TOWARDS SHORT FOOD SUPPLY CHAINS

The paper studies the main Short Food Supply Chains (SFSC) in Sibiu County. Data was obtained from local authorities regarding the number of producers selling their products in the markets. In the "Transylvania Market", their number increased in 5 years from 58 to 180. The SWOT analysis of the Short Food Supply Chains was carried out. In order to evaluate the consumer's attitude regarding SFSC in Sibiu County, an investigation was carried out among 120 consumers. The main advantages and disadvantages of buying local products through SFSC have been identified. The main beliefs of buyers about the products offered by SFSC are: quality, freshness, authenticity, traceability, producer confidence. The main disadvantages identified are unknown quality, low food safety, low supply capacity, long distance, lack of time.