The role of farmers’ markets and consumer ethnocentrism in apple purchasing decisions in Europe

Despite globalisation, local food preferences and consumer ethnocentrism remain influential, particularly for staple products like fresh fruit. This paper examines the interaction between points of sale, specifically focusing on farmers' markets, and consumer ethnocentrism regarding apple purchasing behaviour and decision-making in three European countries: the UK, Hungary, and Italy. Using a discrete choice experiment with ethnocentrism as a latent variable in the modelling phase, consumer preferences were analysed across key attributes: point of sale, geographical origin, organic certification, and visual appearance. Results indicate that consumers in all three countries strongly prefer apples sold at farmers’ markets. Local and national origin significantly increase the likelihood of purchase in all three countries, and the GI label is also positively perceived everywhere. The organic label, however, is more divisive, being clearly preferred only by consumers in Italy and the UK. Ethnocentrism positively influences preferences for farmers’ markets, and this effect appears only in the Hungarian sample. Sociodemographic variables, such as age, education, and residence, were found to significantly influence ethnocentric attitudes. These findings confirm the hypothesised relationship between ethnocentric values and local food choices. The results underscore the importance of cultural and local contexts in shaping consumer behavior. For policymakers and supply chain stakeholders, the study provides valuable insights into the relevance of aligning marketing strategies and supply systems with local values and consumer expectations.