Short food supply chains: The influence of outlet and accessibility on farmer and consumer preferences. Two discrete choice experiments

In France, Short Food Supply Chains (SFSCs) operate under specific regulatory frameworks, involving either direct sales or transactions with no more than one intermediary. SFSCs are of particular interest to local communities as they offer a potential pathway to enhancing food security through the local provisioning of urban areas. This study investigates both consumers’ and farmers’ preferences for different SFSC outlets. Harmonized discrete choice experiments (DCEs) were conducted in 2022 in France, involving 1,021 consumers and 154 market gardeners, focusing on the consumption and sale of fresh vegetables. The objective is to examine the consistency and divergence between farmers’ and consumers’ choices among different outlets and attributes. The results indicate that consumers are less sensitive to the type of outlet than farmers. For consumers, relational proximity—direct interaction with farmers—emerges as a key factor, whereas farmers value this proximity only when it does not entail additional logistical burdens. Furthermore, mutual aid among farmers is highly appreciated, with farmers willing to lower prices when collaborating on tasks such as delivery. The findings suggest that travel time and outlet accessibility are critical, with longer travel times negatively affecting consumers more than farmers. These insights provide valuable guidance for enhancing SFSCs development, suggesting that policymakers should prioritize improving outlet accessibility, promoting farmer collaboration, and addressing logistical costs to better align supply with demand.