Personal values, motivations and food safety concerns for melon consumers in Indiana US farmers markets

Purpose This study aims to identify the relationship between melons’ attributes, the consequences of their consumption and the personal values that guided consumers’ buying decision-making processes, alongside aspects related to food safety. Design/methodology/approach Using a qualitative approach, the study employed the laddering technique to gather data from consumers at farmers markets in Indiana. Data analysis involved the creation of an implication matrix and a hierarchical value map to understand the connections between attributes, consequences and values. Findings The study identified five dominant perceptual orientations among consumers: food safety, economic perspective, pleasurable experiences and nostalgia, solidarity and community support and environmental concern. Key attributes influencing consumer behavior included flavor, freshness, sweetness, ripeness and price. Consumers prioritized values such as responsibility/trust, happiness, quality of life, accomplishment, healthy life and environmental responsibility. Practical implications Understanding the values driving consumer behavior can inform marketing strategies aimed at promoting melon sales at farmers markets. Moreover, recognizing consumers’ emphasis on food safety, economic considerations, and community support can help farmers and market organizers tailor their offerings to meet consumer preferences, thereby fostering stronger connections between producers and consumers and promoting sustainable local economies. Social implications Recognizing consumers’ emphasis on food safety, economic considerations and community support can help farmers and market organizers tailor their offerings to meet consumer preferences, thereby fostering stronger connections between producers and consumers and promoting sustainable local economies. Originality/value This study contributes to the literature by providing insights into the cognitive structure of melon consumers at farmers markets, elucidating how attributes, consequences and values interact to guide purchasing decisions. The means-end chain theory offers a novel approach to understanding consumer behavior in this context.