This study aimed to identify the barriers and facilitators of consumers purchasing from short food supply chains (SFSC). Eight focus groups were conducted with consumers in the rural and urban areas of Germany, Spain, Hungary and Greece. Participants generally felt that increasing the convenience of purchasing SFSC products (in terms of a proximal location and being able to purchase a wide range of produce in one place) was a prerequisite for them to buy such products. Food quality in terms of taste, freshness and organic status were also taken into account in purchase decisions, and there appears to be a greater focus on health rather than the environmental implications of organic production, although the environmental aspects are also appreciated. Some participants also like the idea of supporting their local community through purchasing from local producers and/or retailers. It was believed that small-scale production and SFSC result in better quality food, but participants had less confidence in the hygiene and food safety standards of SFSC compared to longer chains. Participants thought that consumers would purchase local food if they could more easily access a variety of local food in one place, such as through supermarkets, cooperatives, farm shops and markets, or an online platform that aggregates producers.

Thirty-two expert stakeholder (e.g., consumer advice center, state parliament at regional level, European Network for Rural Development, university and research center, chamber of tourism, rural development association, and social cooperative enterprise) interviews were conducted to examine consumer attitudes, values and preferences in relation to short food supply chains. These stakeholders have expertise in policy, consumer behaviour, the tourism sector and regulation. The interviewees represented the views of consumers, producers, and other actors who work with or within short food supply in seven European countries (Belgium, Germany, Greece, Hungary, the Netherlands, Spain, and Switzerland). Consumers were generally perceived to be aware of the environmental impact of food production. In terms of preferences, consumers would like to shop for local food the way they shop at the supermarket: having variety of products, accessibility, and availability. The relative lack of convenience and high prices associated with short food supply chains products were seen as the major barriers to their purchase. Consumers were thought to buy the products because of health and environmental benefits, a desire to support their local community, and a preference for tradition. However, relatively few consumers purchase products regularly from SFSC. The main segments are people who believe in short food supply chains values, middle class families with young children and elderly people. More can be done to educate and engage consumers regarding these chains, and market research is needed to inform which strategy is likely to be most effective in specific contexts such as the regional level.

The purpose of the study was to identify the motivations and the barriers that stakeholders face regarding Short Food Supply Chains (SFSC). Two focus groups with stakeholders of the agricultural sector and SFSC were conducted in the Netherlands and Switzerland. A first fundamental topic addressed by participants was the one related to the definition of SFSC, which is far from consensual,"short" being often associated and sometimes confused with local, direct, small, fair, ecological, fresh, healthy, etc. However, a series of positive and negative factors influencing SFSC development, and the involvement of agri-food stakeholders were identified. On the one hand, the unique relationship built through direct contact between producers and consumers, the fair distribution of value added in the chain that producers can find in engaging in SFSC, the increasing number of SFSC initiatives, the farm resilience, and territorial strategies that are being developed seem to be the most positive aspects, that can explain the trends moving towards these types of distribution channel. On the other hand, many hindering factors were also identified, such as weak communication and marketing capacity of producers, and a lack of efficiency and cooperation between peers. The fierce competition of conventional distribution, using green washing, together with a profusion of labels, price issues, and unsuitable standards were mentioned as the main threats faced by SFSC actors.