Abstract

In recent years Community Supported Agriculture (CSA), an innovative grassroots movement connecting consumers with a local farm, has rapidly spread across Germany and other industrialized countries. An increasing number of consumers who are dissatisfied with conventional food supply chains have signed up to receive fresh produce, support a local community and protect the environment. So far little is known, though, about the underlying value structures of CSA. Nevertheless, identifying factors influencing consumers’ interest in CSA is regarded as a major aim of contemporary CSA research. This research aims to provide insights into CSA members’ value structures, and delineates CSA members by comparing their value structures to those of the German population in general. Schwartz’s Portrait Value Questionnaire was used in a standardized online survey of CSA members to mirror the dataset which is available to the German public via the European Social Survey. A total sample of 205 CSA members was used to examine common value structures by comparing them with the German public. This study’s findings strongly indicate that a CSA membership goes along with a characteristic value pattern: CSA members highly appreciate self-transcendence and openness to change, but tend to reject conservation and self-enhancement values. Addressing members’ preference for openness to change and self-transcendence may help CSAs to reduce fluctuation rates. It might also enhance CSA marketing strategy by addressing potential members’ interests more precisely. Therefore, identifying and communicating common values of a CSA might be a key factor in determining its long-term success and stability.