INCREASING CONSUMER PARTICIPATION IN ALTERNATIVE FOOD NETWORKS TO SUPPORT SMALL AND MEDIUM-SIZED FARMS

Project Long-term Goal: Our long-term goal is to identify ways to expand the customer base for New England Alternative Food Networks (AFNs) that are designed to support the viability of small and medium-sized farms.Project Objectives: We propose an innovative multi-methods study to fill a knowledge gap on the role of cultural identity in shaping participation in AFNs.Objective 1: Test whether consumers associate AFNs with particular cultural identities.Objective 2: Assess whether consumers' own cultural identity shapes their level of participation in AFNs.Objective 3: Identify new approaches and marketing messgages that will appeal to a broader range of consumers who have not previously engaged with AFNs.