Benefit perceptions and their influence on the willingness to join community supported agriculture (CSA)

Urban Farm DB summary

This between-subjects online experiment examined how information about the benefits of Community Supported Agriculture (CSA) shapes non-members' perception of those benefits, their perceived relevance, and willingness to join, alongside trust, subjective knowledge, sustainable food shopping behavior, political orientation, and sociodemographics. 754 respondents were randomly assigned to six groups: five each exposed to information on one benefit (nutritional, sustainability, solidarity, transparency, or community), plus a control group. Regardless of the information given, farmers were perceived to benefit most from CSA, followed by society, then the individual; participants themselves ranked individual benefits and environmental sustainability as most important, followed by solidarity with farmers, transparency, and community. Higher perceived overall CSA benefit was associated with higher willingness to join. Information on solidarity, nutrition, and community was most effective for young, educated, and often female respondents, while nutrition-focused information reached environmentally conscious, conservative consumers; information on nutrition and environmental sustainability produced the highest willingness to join overall.