Laura Witzling, Bret R. Shaw, Claire Strader, Carrie Sedlak and Erika Jones
The purpose of this paper was to better understand motivations for CSA participation with an emphasis on membership retention. Food-related and community-related motivations for…
Abstract
Purpose
The purpose of this paper was to better understand motivations for CSA participation with an emphasis on membership retention. Food-related and community-related motivations for participation were examined.
Design/methodology/approach
Current and former CSA members across Wisconsin completed an online survey. Participants were grouped based on their CSA membership status. The four groups were as follows: Keepers (current members planning to renew their membership with their current farm); Switchers (current members planning to switch their membership to a new farm); Stoppers (current members planning to stop purchasing a CSA share from any farm) and Formers (former CSA members). The groups were compared through ANOVA.
Findings
Keepers had stronger community-related motivations, and they had more favorable perceptions about communication with their CSA farm. Food-related motivations were reduced among Stoppers but were similar among Keepers and Switchers.
Research limitations/implications
This study used online purposive sampling; thus, generalizability of results is limited. Switchers were identified as a distinct group that trends younger and appears more willing to change CSA farms but is committed to CSA because of food-related motivations.
Practical implications
Investment by CSA farmers in community building may improve member retention. They may achieve this, in part, through communication with members that taps into factors related to community, such as offering support and making emotional connections. Offering exemplary product is broadly important to keep individuals committed to CSA, but it does not uniquely keep individuals invested in a particular CSA farm the way community-related motivations may.
Originality/value
This is the first analysis to highlight differences between individuals who plan to renew their membership with their current CSA farm, those who plan to switch CSA farms and those who plan to stop purchasing CSA.
Details
Keywords
Laura Witzling and Bret R. Shaw
This work aimed to show how farmers’ markets can act as communication infrastructure, and by doing so, facilitate civic engagement. We used communication infrastructure theory…
Abstract
Purpose
This work aimed to show how farmers’ markets can act as communication infrastructure, and by doing so, facilitate civic engagement. We used communication infrastructure theory (CIT) as a guide.
Design/methodology/approach
We integrated findings from two surveys that took place in the US state of Wisconsin. In a survey of Wisconsin farmers’ market leaders, we considered what features farmers’ markets have that may help them act as communication infrastructure. Using data from a survey of Wisconsin residents, we ran a regression model to demonstrate the relationship between farmers’ market attendance and micro-level storytelling about local food.
Findings
We found that farmers’ markets can act as meso-level storytellers and provide a communication action context supportive of civic engagement. Through the farmers’ market leader survey, we found that over half of the markets noted existing partnerships with media outlets. Furthermore, farmers’ markets may connect residents to important organizations in the community. Many farmers’ markets had features to make them more physically and financially accessible, such as accepting food assistance benefits. With the Wisconsin resident survey, we found that farmers’ market attendance predicted storytelling about local food better than overall local food purchasing, further suggesting that markets can facilitate social interactions.
Originality/value
We document an important benefit that farmers’ markets can offer communities: they have the potential to act as communication infrastructure. As stronger communication infrastructure can facilitate civic engagement, this work provides a mechanism by which to connect civic agriculture activities and increased levels of civic engagement.