Where might fresh vending machines be located? Multinomial logistic regression of Italy consumers preferences

Purpose Demand for fresh and locally produced food continues to raise. Traditionally linked to processed snacks, vending machines are now considered a novel means of distributing fresh and healthy foods. This study aims to investigate consumers’ preferred locations for vending machines offering fresh products and the factors influencing these preferences within short food supply chains (SFSCs). Design/methodology/approach A questionnaire-based survey was carried out in Italy in 2024, collecting 234 responses. A multinomial logistic regression analysis was performed to identify the determinants of purchasing preferences, using gender and employment status as independent variables. Findings Results highlight consumers’ preferred locations for vending machines offering fresh products while identifying key sociodemographic factors influencing purchasing behavior, suggesting that vending machines may represent a viable distribution channel for fresh products within SFSCs. Research limitations/implications The study is based on a sample collected in Italy, which may limit the generalizability of the findings. Because it is cross-sectional, the study captures data at a single point in time, restricting the ability to establish causality or observe temporal changes in variables. Combining eye-tracking with AI analytics can reveal consumers’ attention patterns and decision pathways, providing insights to optimize product display and communication strategies for local food in automated retail. Originality/value Despite growing interest in using vending machines for fresh and healthy foods, there is limited research on consumer preferences regarding their placement and the factors influencing purchase decisions, particularly within the context of short food supply chains. Then, it provides insights for more sustainable and localized food distribution models.