Zeitschrift für Massenkommunikation und Journalismus

Addressing Marketing Issues for Community Supported Agriculture Using Community-Based Social Marketing

Abstract

Kelsey Hall

More farmers are meeting consumers’ demands for locally grown food by selling their agricultural products through community supported agriculture (CSAs). CSAs experience a high annual attrition rate of their shareholders. The researchers administered an online survey to shareholders of three [state] CSAs to identify their motivations, their attitudes and values toward the environment, and their level of community attachment. Shareholders desired fresh food products free of pesticides and desire to support local community members who grow food. For environmental attitudes, shareholders believed humans abuse the environment and the balance of nature is delicate and easily upset. Communicators and farmers could use the information to develop community-based social marketing campaigns that recruit new individuals to join a CSA and retain existing shareholders. Additional research was needed to identify additional factors that influence [state] shareholders, such as eating behaviors, social capital, and demographic characteristics.