Journal Article

Consumers’ perspectives on alternative short food supply chains based on social media: a focus group study in Spain

Escribano Sánchez, Alfredo Jesús, Elghannam, Ahmed Adel Mohamed Youssef, Damanhour University. Egypt, Escribano Sánchez, Miguel, Fouad, Lina, Mesías Díaz, Francisco Javier, Universidad de Extremadura. Departamento de Producción Animal y Ciencias de los Alimentos, Horrillo Gallardo, Andrés

2020

Overview

Nowadays, an increasing number of consumers are demanding more information and more direct contact with food producers in order to avoid the various intermediaries in the supply chain, thus improving food traceability and price transfer. This has led to the development of more direct (short) food supply chains (SFSCs). Although consumer preferences to use SFSCs rather than traditional (long) supply chains have been widely researched in the literature, this study brings a new approach with the use of social media sites to build online SFSCs. A focus group approach with a total of 32 participants was used in this study with the main objective to understand consumers’ awareness and acceptance of SFSCs. Special attention was given to the use of social media and electronic word of mouth (eWOM) as new approaches to support the creation of such alternative channels.

• Publisher: MDPI,MDPI AG
• Subject: alternative supply chains / Common Agricultural Policy / Consumers / Digital media / electronic word of mouth (ewom) / Externality / Focus groups / Food / Food chains / Food science / Food supply / Internet / Marketing / Prices / Sales / short food supply chains / social media / social media marketing / Social networks / Supply chains / User behavior