Marketing Community Supported Agriculture in Texas: A Dual-Method Case Study
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There is a growing concern for the future of farming in the rural-urban interface since the area may experience a disconnect among consumers, farmers, and food production. Farmers living in the rural-urban interface are adopting direct marketing strategies, such as community supported agriculture, to maintain their local agriculture. Using attitude theory, social capital, community attachment, and community-based social marketing, the purpose of this study was to determine how to market membership in a CSA to residents living in or near Texas cities. In order to address the purpose of this study, the researcher conducted a mixed methods multilevel model of the triangulation design to collect both qualitative and quantitative data. The researcher administered an online survey to members of three CSAs in Texas to collect quantitative data measuring their motivations to joining a CSA program, environmental attitudes, community attachment, involvement in local groups, use of information channels, and demographic characteristics. For the qualitative portion of this mixed-methods study, the researcher completed semi-standardized telephone interviews with the three CSA owners. Findings indicate that CSA owners can create marketing messages referring to members’ motivations to join. These messages can be delivered through interpersonal communication with family, friends, neighbors, and CSA members or through electronic media to reach potential members.