Enhancing Urban Consumers' Loyalty to the Community-Supported Agriculture Organic Farms via SNSs

Urban Farm DB summary

This conceptual research explores the role of farmer-to-consumer (F2C) know-how exchange via SNSs in enhancing urban consumers' loyalty to Community-Supported Agriculture (CSA) organic farms. Utilizing the MOA theoretical framework, the study identifies key drivers of F2C know-how exchanges and their impacts on consumer loyalty intentions. It suggests that leveraging social capital and mutual trust through SNS-based knowledge exchange can contribute to more resilient and sustainable local organic agriculture.