Exploring Alternative Distribution Channels of Agricultural Products

Exploring Alternative Distribution Channels of Agricultural Products

Kallirroi Nikolaou (Aristotle University of Thessaloniki, Greece), Efthimia Tsakiridou (Aristotle University of Thessaloniki, Greece), Foivos Anastasiadis (Aristotle University of Thessaloniki, Greece) and Konstadinos Mattas (Aristotle University of Thessaloniki, Greece)
DOI: 10.4018/978-1-5225-9621-9.ch023
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Fresh fruits and vegetables constitute the basis of many people's daily nutrition habits and different distribution systems have been developed to cover daily supply needs. Important components of alternative distribution channels among others are high quality, high standards and consumer-producer trust. Although numerous studies have been conducted on alternative types of distribution channels, there is a lack of research on consumer behaviour towards these ways of distribution. The aim of this article is to identify consumer attitudes and preferences towards alternative agricultural distribution channels regarding fresh fruits and vegetables. In addition, this article contributes to the understanding of consumer behaviour, by pointing out the factors that affect the final purchase of agricultural products.
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Literature Review

To begin with, the salient characteristics of innovativeness which reinvigorate supply chain management have appeared in conceptual and empirical studies (Chapman et al., 2003, Roy et al., 2004, Soosay et al., 2008, Panayides and Venus Lun, 2009), while Yu et al., (2014) stress that integrated green supply chain management has a positive result on operational performance. In their explanation on the historic evolution of Decision Theory in management, French et al.(2009) state that for an up-to-date, successful decision-making process, the characteristic of sustainability is needed.

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