Value in short food supply chains

Purpose: This study examines consumer preferences in Short Food Supply Chains (SFSCs) to identify key factors influencing purchasing decisions. The research aims to bridge the gap in understanding consumer-perceived value in SFSCs and provide practical insights for producers and policymakers. Design/methodology/approach: The study employs Q-methodology, integrating quantitative and qualitative analysis, to classify consumer viewpoints. A structured survey was conducted among 340 Polish consumers from the Małopolska and Mazowieckie regions who actively purchase via SFSCs. Principal Component Analysis (PCA) was applied to identify distinct consumer perspectives. Findings: The analysis reveals five consumer viewpoints regarding SFSCs. The most critical purchasing factors are food quality, freshness, and safety, followed by local patriotism. Convenience is moderately important, while direct relationships with producers are ranked lower. The study suggests that marketing efforts should focus on quality assurance, certification, and local product origin, rather than emphasizing producer-consumer interactions. Research limitations/implications: This study focuses on two Polish regions, which may limit the applicability of its findings to other areas or populations. Selection bias may arise, as only active SFSCs consumers were surveyed, excluding those deterred by price or convenience. Future research should explore broader demographics, regional differences, and alternative SFSC models, including digital platforms. Practical implications: Producers should emphasize product freshness, safety, and local sourcing in marketing strategies. Expanding distribution options (e.g., home delivery, subscription boxes) could attract convenience-driven consumers. Certification and quality labels can enhance consumer trust and support premium pricing. Originality/value: This study provides a novel application of Q-methodology to SFSC consumer analysis. Unlike prior studies, it offers a data-driven segmentation of consumer motivations, guiding businesses toward strategic marketing and distribution improvements to enhance SFSC viability. Furthermore, the study expands the understanding of consumer trust, ethnocentric purchasing behavior, and value perception in SFSCs, offering actionable insights for both producers and policymakers aiming to strengthen local food systems. Keywords: Short food supply chains, value dimensions, Q-Methodology, consumer behaviour, sustainability. Category of the paper: Research paper.