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New trends in food consumption are shaping consumers’ preferences and buying behavior. Non-traditional food retailing and short supply chains (SSCs) are offering bundles of attributes that fit the needs of larger consumers’ segments. Several studies have analyzed factors affecting the choice of traditional and non-traditional food retailing. Very few, however, are those studies that analyze the predictive role of human values and attitudes on the choice of traditional and non-traditional food retailing and supply chains. Usually, due to the low percentage of consumers involved in SSC, analyses of consumer behavior have been conducted using convenience samples. This study, based on online questionnaires submitted to a representative sample composed by 1009 German consumers, tests the hypothesis that the frequency of purchases at farmers’ markets is related to human values: attitude toward the industrialized food market and attitude toward the environment. The econometric approach here implemented computes the model on average and in the tails of the dependent variable, frequency of purchases at farmers’ market, thus investigating the model in a representative sample even where the percentage of non-traditional food retailing consumers is low, as occurs in the tails for low/high frequency of purchases. The questionnaire included the Schwartz value survey, attitudes toward environment and attitude toward industrialized food market, and self-reported estimates of the frequency of buying at farmers’ market. Results suggest that the frequency of buying at farmers’ market is hierarchically related to attitudes and values. The frequency of purchases at farmers’ market is negatively related to industrialized food attitude and positively related to pro-environment attitude. Attitudes are in turn affected by values: self-transcendence has a positive impact on pro-environment attitude and the reverse is true for conservation. Furthermore, these relationships are not constant in the sample: they change according to the selected frequency of purchases.

Do consumers’ values and attitudes affect food retailer choice? Evidence from a national survey on farmers’ market in Germany