Factors influencing the decision of small-scale farmers on marketing channel choice: a Hungarian case study
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The local food movement is rapidly evolving in Hungary. Three market types can be identified: traditional, farmers’ and organic markets. Results show that farmer- and farmspecific characteristics as well as attitudes greatly and variously influence the decision of small-scale farmers on finding the proper market type. A relatively young, educated and innovative farmer group is interested mostly in selling at farmers’ markets. The outcomes are important in the light of the coming EU funding schemes as small-scale farmers using different marketing channels may require targeted supporting frameworks and solutions.