Consumers' Perspectives on Alternative Short Food Supply Chains Based on Social Media: A Focus Group Study in Spain.

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ID: 86319
2019
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Abstract
Nowadays, an increasing number of consumers are demanding more information and more direct contact with food producers in order to avoid the various intermediaries in the supply chain, thus improving food traceability and price transfer. This has led to the development of more direct (short) food supply chains (SFSCs). Although consumer preferences to use SFSCs rather than traditional (long) supply chains have been widely researched in the literature, this study brings a new approach with the use of social media sites to build online SFSCs. A focus group approach with a total of 32 participants was used in this study with the main objective to understand consumers' awareness and acceptance of SFSCs. Special attention was given to the use of social media and electronic word of mouth (eWOM) as new approaches to support the creation of such alternative channels.
Reference Key
elghannam2019consumersfoods Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors Elghannam, Ahmed;Mesias, Francisco J;Escribano, Miguel;Fouad, Lina;Horrillo, Andres;Escribano, Alfredo J;
Journal Foods (Basel, Switzerland)
Year 2019
DOI
E22
URL
Keywords
social media focus groups SOCIAL MEDIA MARKETING alternative supply chains electronic word of mouth (ewom) short food supply chains

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