Perceptions of food-related sustainability among consumers at the Ta’ Qali Farmers Market in Attard, Malta

Abstract

The role of locally produced food is becoming more significant as the increasingly global nature of food supply chains continues to be a major contributor to climate change. Consumers play an important role in food system localization efforts, as demonstrated by the counter-emergence of movements to support local food consumption. Concurrently, most consumers are more disconnected than ever from the food they consume due to the vast distances of the food supply chain. This paper addresses the recognized research gap in determining consumer motivations for purchasing local produce at a farmers’ market, specifically considering contextual factors and impacts on perceptions of food-related sustainability. Analyzing consumer behavior is crucial to supporting the push towards more sustainable, local food systems. This study aims to determine the motivations of consumers who are choosing to purchase locally-produced food at a producer-only farmers’ market, considering their perceptions of food-related sustainability. Qualitative data was collected through semi-structured interviews with seventeen consumers and three farmers at the Ta’ Qali Farmers Market in Attard, Malta. A thematic analysis of the qualitative data revealed key themes of social relations, product characteristics, consumer benefits, and cultural connections. Implications of the research’s findings highlight the importance of social relations between the farmer and consumer at the farmers’ market in the motivation to attend the market. Cultural identity is determined to be a context-specific factor that influences perceptions of food-related sustainability and a desire to attend the Ta’ Qali Farmers Market.