The potential opportunity of add-on service values in farmers' markets-A best-worst scaling method

Farmers' markets (FMs) are a key marketing channel for farmers, and various new service values, such as providing vegetable and fruit boxes, emerged during the COVID-19 pandemic. Thus, identifying which service values take precedence for consumers is essential. This study used the best-worst scaling method to explore FM service values. A total of 881 valid FM consumer samples were collected. Mixed multinomial logit analysis and a latent class multinomial logit model were employed to identify segments of FM consumers on the basis of their prioritisation of FM service values. The results revealed that the three most highly prioritised service values in FMs are product freshness, food safety certification and reasonable pricing. The FM consumer respondents were categorised into three major groups: price conscious, food safety conscious and community supporter groups. Community supporters accounted for approximately 54% of the respondents. This study confirmed that leafy, squashes as well as root and tuber vegetables were the three preferred agricultural product categories among the FM consumers who prioritised the 'providing vegetable and fruit boxes' service value.