Consumer preferences expressed via shopping in alternative food chains

Abstract

In recent years an increasing consumer interest in shopping in alternative food chains can be observed also in the Czech Republic. For the successful development of alternative food networks, it is important to understand what motivates consumers to shop there. This paper is aimed to define and discuss the key aspects of the preference determinants of AFN shoppers. The empirical analysis was conducted on 333 shoppers at two alternative food chains in Brno, Czech Republic. The consumer survey was designed to examine cognitive, normative and affective determinants of preference for purchased food. First findings confirm, that by the shopping at alternative food chains consumers demonstrate preferences not only for fresh and tasty food, but also their normative position of willingness to support local production and community.