Perceptions and Attitudes of Chilean Consumers Towards Products from Family Farming: an Exploratory Analysis

Small-scale family farming has a highly relevant role in Latin America's agriculture, especially for the provision of domestic demand. This research aimed to explore attitudes and perceptions, of Chilean consumers in relation to family fanning origin. To fulfil this objective, 400 surveys were applied to potential consumers of the Metropolitan and Los Rios Regions of Chile. Data was first analyzed descriptively and then used to identify consumers profiles by applying the K-Means method. Our results indicate that consumers associate rural products with qualities such as being hand-made, natural, safe, healthy, and endowed with a cultural identity. Honey, vegetables, fruits, eggs, and herbs were linked to a greater extent with rural production, as well as their sale on farmers' markets. Similarly, we identified four types of consumers: "Committed", "Willing to try", "Demanding" and "Reluctant", who represented 40,1%, 21,9%, 32,9%, and 5,1%, respectively from the sampled population. In conclusion, rural products are positively perceived by consumers. This could be an opportunity for promoting their trade.