Who sees what risk? Demographic patterns in risk perception among apple farmers

Purpose In Albania's agricultural sector, farmers have long faced a combination of production, market, financial, legal and labour-related risks, each of which substantially influences their decisions and overall livelihoods. Within this context, this study examines how educational level, type of employment and risk analysis practices impact farmer's awareness of five main categories of risk. Design/methodology/approach The study utilizes a non-parametric research design based on data collected from a sample of 300 apple farmers in Albania. To begin with, the principal component analysis (PCA) was applied to identify the main dimensions of risk. Findings The results reveal clear connections between farmers' personal characteristics and their perceptions of different types of risk. Farmers with higher educational levels are more aware of production-related risks; however, they tend to worry less about market and financial risks. Furthermore, those engaged in full-time farming are more concerned about market, financial and human-related risks. In addition, farmers who use formal methods to assess risk tend to be more aware of legal and production risks. These findings highlight the multi-faceted ways in which demographic factors shape how farmers do prioritize risks. Research limitations/implications The study is limited to apple farmers in Albania, which may, therefore, affect the generalizability of the findings. Thus, future research could expand to other regions and crop types to provide broader insights. Originality/value This study contributes to the relatively limited body of research on how farmers in Eastern Europe perceive agricultural risks.