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Territorial food markets and governance have emerged as a key mechanism for the design and implementation new food systems and policies aimed at sustainable cities. However, the many existing policies tend to overlook the way food markets and supply strategies work. This chapter analyses governance in traditional agri-food markets in Brazil, aiming to demonstrate how, in different contexts, the economic interactions between actors are embedded in a set of social institutions (cultural values), which define modes of governance, participation in the markets and can be potential to fostering new (sustainable) rural-urban relations. These institutions challenge and compete with formal regulatory requirements imposed by the public authorities, which often disrupt and/or inhibit the development of local and traditional production and consumption practices, posing obstacles to the fostering rural-urban relations and the construction of solid local policies for food supply. Empirical data refer to three traditional Brazilian markets: the Feira do Pequeno Produtor in Passo Fundo, located in the South of Brazil, the Feira Central de Campina Grande and the Feira de Caruaru, both located in the Northeast of the country. The results point to the necessity and centrality to cities food supply policies recognise, encourage and institutionalise these markets traditional institutions in order to overcome supermarketisation and consolidate sustainable food systems. These process could be able to remove traditional markets from marginalise, promoting not only their survival, but their growth and consolidation as a source of decent work, healthy food and new sustainable rural-urban relationships.

The purpose of this paper is to analyse key determinants of Polish consumers’ loyalty, identified through the analysis of relationship marketing literature, with reference to traditional foodstuffs.

The paper's approach is a systematic review of the Web of Science, Ebsco and Pro-Quest electronic databases, from 1990 to 2014 as well as research results run by Polish and international research centres, groups and institutes. The paper focuses on two main aspects. One is connected with the development of traditional foodstuffs being a consequence of growing prosperity of the Polish society, and the emergence of consumers who rate quality, national/regional identity and own cultural values higher than the price. The other one is connected with key determinants of consumer loyalty towards traditional products. The paper uses secondary data, and presents research results run between Polish consumers of traditional food products. Attitudes and behaviour of Polish consumers of traditional products in relation to key determinants of loyalty, such as attitude towards the product, the level of satisfaction, trust, price sensitivity and frequency of purchase and willingness to do repeat purchase are identified in the paper.

According to the analysed research, almost 90 percent of the respondents positively perceive traditional products. The results of the research confirm positive and emotional attitudes of consumers towards traditional products. This emotional attachment, which is very important in creating loyalty among consumers, makes them buy traditional food. Polish consumers are satisfied with the taste of traditional products, which are also perceived as fresh and natural. Consumers rate the quality of traditional products highly and underline their positive influence on their and their families’ health. According to the research, Polish consumers pay little attention to geographical and quality indications, which are designed to build a trustworthy image of the products. Traditional products are perceived as expensive, which makes it difficult to build loyalty and affects the frequency of purchase. Almost 40 percent of the respondents buy traditional products once a month.

The research results presented in the paper have significant implications for management, that is producers and retailers of local food, in particular with regard to their future marketing effort. Producers and entrepreneurs should monitor behaviour of consumers of traditional food to adapt their offer to changing trends in order to create their loyalty. Consumers expect the products to be made of appropriate ingredients and production methods in order to keep their original taste and character. They also expect some product innovations and proper communication to become loyal.

The paper has significant implications for society. The process of building customer loyalty towards traditional products is important in the context of their quality of life and public attitude. Traditional foods are a part of culture and the identity of the population where they are produced. Therefore they carry a strong symbolic value for the customers. They are also perceived as healthy and nutritious products, containing a lot of vitamins and minerals. Creating loyal attitude towards them may improve the quality of customers’ life.

The paper provides interesting insights about loyalty for traditional products. Based on the determinants of loyalty identified by the author in relationship marketing literature the analysis of these variables was conducted in relation to traditional products. Due to the best author knowledge this is one of the first attempts, if not the first, where loyalty determinants were described in relation to traditional products. The literature lacks comprehensive research on particular aspects of loyal behaviour in the market of traditional products.

Despite huge investments within the modern trade arena, Vietnam remains a traditional trade retailing country. The purpose of this paper is to establish the combined effects of motivation, store attributes and demographic factors on the predictive outcome of store format choice in Vietnam.

A logistic regression model is used to determine the effect of these factors on the predictive outcome of traditional markets or supermarkets in purchasing non-food products or processed food products.

The dichotomy between what supermarkets and traditional markets have to offer is simple but effective. Utilitarian-motivated shoppers are more likely to shop at traditional markets. They emphasize the need to buy products quickly, find a good price, with less travel time and hence lower travel costs. Hedonistic shoppers are motivated by feelings of happiness; they shop to relieve stress and to keep up with trends. Significant difference in store choice also exists between older and higher income shoppers.

Future research should examine the sociocultural dimensions of shopping at traditional stores by exploring how such shopping relates to, and is embedded in, the formation and changes of individual identity, especially in communities outside of Ho Chi Minh City where shoppers are almost entirely dependent on traditional stores.

Traditional stores have the benefit of convenient location and savings in both time and travel costs. These benefits are being eroded as supermarkets and transnational retail corporations establish new stores close to the traditional stores.

Shopping at traditional markets is part of the social culture and is embedded in individuals’ identity formation, despite increasing urbanization and shoppers’ higher incomes.

This study comprehensively explores the interactions between store choice and motivation, store attributes and demographic factors, taking into account contemporary and contextually relevant factors.

In an age when a tourist’s gaze is more involved in the daily lives of locals, it is evident that traditional food markets are being rediscovered as a space for recreation. Yet, the pressure of tourism development may result in retail gentrification to the point of losing the sense of local identity. Focusing on the “boutiquing” process at Mahane Yehuda Market in Jerusalem, this paper aims to measure the physical change in the marketplace, to understand merchants’ attitudes towards tourism development, and to differentiate merchants based on their responses to these changes.

Two main research methods were used: comparative mapping of the business mix and in-depth interviews with merchants. The first method was used to characterize the physical change in the market, and the second method was used to examine merchants’ attitudes and responses to tourism development.

There has been a significant physical change in the business mix of the market, with displacing mainly of traditional uses. A strong link between the merchants’ responses to tourism development and their stall ownership status has found.

The limitations of the study lie in its nature as a qualitative study of a case study; there is difficulty in generalizing and drawing universal conclusions.

Add to existing knowledge regarding merchants’ responses in traditional food markets to tourism development in the context of retail gentrification.

The purpose of this paper is to explore the differences between consumer motives regarding purchase of traditional food in two European countries (Croatia and Austria) with a different history and development in regards to traditional and/or regional food.

A word association test and soft laddering interviews were used to elicit consumers’ perception and purchasing motives for traditional food. Additionally, the questionnaire contained socio-demographics and questions about shopping habits concerning traditional food. Semi-structured, individual, face-to-face interviews were performed with 31 Croatian and 28 Austrian respondents.

The most frequent associations/definition in both countries refers to heritage (food of generations) and elaboration (traditional receipt). The meaning of traditional food is for both samples positive. Hierarchical value maps for both countries contain ladders standing for health or support of local farmers. Additionally, the Austrians connect traditional food with environmental friendly production while for the Croatians sentimental hedonism ladder starts with perception of traditional food as a mean to connect with the childhood.

The findings can be used by traditional food producers in order to better understand consumers’ motives and accordingly adapt their marketing strategies.

This is the first work which uses free association test and laddering interviews to reveal consumers perception and motives for purchase of traditional food both in Croatia as well as in Austria.

The purpose of this paper is to provide an exploratory study of how Taiwanese consumer concerns about sustainability issues relating to pork are linked to their purchasing behaviours, using the case of “warm” meat.

The study is based on qualitative semi-structured interviews of a cluster random sample of meat-purchasing consumers in Taiwan. The study data are analysed in light of grounded theory, to provide a clearer understanding of interviewees’ sustainability concerns arising from meat consumption.

Results indicate that consumers do make meat-purchasing decisions based on to their sustainability concerns, and that there are a wide variety of such concerns, which can be broadly categorised as food security, animal welfare, and the environment. These implicate a variety of factors including ways of selling (e.g. fresh or frozen), the provision of information about production methods, certification, and traceability. By comparing consumers in supermarkets and traditional markets, the paper identifies divergent perspectives on food security in the context of local dining culture, and concludes that trust is a significant factor influencing purchasing behaviour.

Prior research about consumers’ meat-purchasing habits and sustainability concerns is limited and de-contextualised. The present findings have implications for future communications to consumers, in that greater emphasis should be given to the local cultural contexts of food. It will be valuable to academics, livestock producers, consumer organisations, and policymakers interested in enhancing communication and trust between and among producers, consumers, retailers and government agencies.

This paper aims to explain the relationship between product quality, price and convenience with a positive attitude and intention to buy traditional food. In addition, it also aims to explain the role of the product type in moderating the relationship between these variables.

Samples were taken non-randomly, consisting of 500 snack food buyers and 500 restaurant food buyers. Some of the places chosen for sampling include Paragon Mall, Solo Grand Mall, Matahari Mall, Hartono Mall or other places in Surakarta-Indonesia, where people spend time relaxing. Furthermore, multiple structural equations model (multi group SEM) is a statistical method used to explain the relationship between the conceptual variables.

Some of the findings are as follows: before the product as a moderator, price and quality are the variables that influence the positive attitude and the intention to buy, while the convenience is the variable found not affecting both the positive attitude and the intention to buy. After the product type as a moderator, for snacks, the test results indicate that the price, product quality and convenience are the variables that affect the positive attitude but do not affect the intention to buy. For restaurant food, test results indicate that only prices and qualities affect positive attitudes, whereas convenience is found not to affect positive attitudes. Furthermore, only price and quality affect the intention to buy, while convenience is found not to affect the intention to buy.

This paper underlines that the type of product is a moderating variable in the buying behavior process of traditional foods. Regarding its role as a moderator variable, the relationships between variables that are conceptualized can be explained in detail, along with their significance.

The study aims to identify different consumer groups to better understand changes in urban Fijian food shopping behaviour and the implications for the local food industry.

The authors used a Latent class (LC) cluster analysis of survey data from 1,000 urban Fijian households to identify unique consumer segments based on household food shopping behaviour.

Five distinct urban household clusters were identified based on food shopping behaviour. The cluster with the highest income level spent significantly lower amounts on fresh fruit and vegetables (FFV) at the main traditional market, preferring to buy their FFV from modern supermarket outlets. Considering the vast majority of local smallholder farmers rely on traditional market channels to sell their produce, the growth and dominance of Fijian supermarkets are of some concern.

Future research should consider repeating these types of detailed consumer surveys to better understand the implications of changes in shopping behaviour over time, and the role that key stakeholders can play in ensuring smallholder farmers is not excluded from the market.

Smallholder-driven agriculture accounts for a significant share of Fiji's gross domestic product (GDP), so understanding how the retail food industry is transforming and how this is affecting smallholder farmers is critical to Fiji's social structure.

Research on food retailing and the role of the consumer is rare in small island developing states (SIDS), such as Fiji. Fiji has a somewhat unique set of circumstances. In the absence of significant foreign investment in food retailing, key factors such as urbanisation and rising urban income mean consumer preferences are important drivers of changes in shopping behaviour. The study provides insights into Fiji's changing food industry with implications for other SIDS, while contributing to the global literature in this field.

Amidst the rising awareness of sustainable consumption, this study aims to delve into the dimensions shaping individuals' preferences for traditional gastronomic delicacies taking an emerging economy’s perspective, India.

A qualitative research methodology in the form of a Grounded Theory Approach is used to develop theories. Important dimensions that drive attitude and intention towards experiencing traditional gastronomic delicacies are explored. Based on literary inputs and qualitative study, a research framework is developed and empirically validated thereon with SEM analysis using SPSS-AMOS.

Drawing on the Theory of Consumption Values and Stakeholder Theory, key influencers (consumption values) of traditional gastronomic delicacies were identified as Travel Motivation (Functional Values), Tourist Expectations (Emotional Values), Socio-economic Perspectives (Socio-economic Values), Mindful Consumption Practice (Epistemic Values), Community Awareness (Epistemic Values) and Sustainable Marketing Stimuli (Conditional Values).

This research has a multifaceted impact. At the macro-level, it supports stakeholders in Gastronomic Tourism (GT) – marketers, regional tourism bodies, policymakers and tour operators with distinct consumer values – in crafting regional culinary tourism, influencing economic policies and advocating for cultural conservation. At the micro-level, it aids scholars in initiating future research to elevate dining experiences, promote consumer education and tackle health and nutritional aspects within the evolving gastronomic industry.

This study makes a novel attempt to explore important drivers, categorizing the drivers into distinct consumer values that influence tourists and food connoisseurs towards traditional gastronomic delicacies by blending an innovative qualitative research methodology like grounded theory approach supported by the empirical validation process (quantitative). Additionally, it proposes a theoretical framework for future advancement of gastronomic literature.

The theoretical framework of this study focuses on the trends towards experiential tourism and new communication channels in the tourist sector. The specific areas of action that are covered in this research work focus on: a definition of experiential tourism, an analysis of markets as a resource of experiential tourism and communication strategies and the use of social media by the markets of Madrid to interact with the new experiential consumer.

This paper is arranged as follows: first, a review of the documents on new tourist sector trends towards the demand of experiential tourism, on marketing 2.0 and on social media has been carried out; second, communication strategies of the food markets seen as tourist resources are described herein, including results of the research in the use of social media; and finally, conclusions of the study are developed.

According to the conceptual approach and after reviewing the documents cited in this paper, it is possible to conclude that food markets are tourist resources that shall be exploited as “experiential providers” for a market niche that is increasingly demanding and expects to have a “tourist experience”. The present paper contributes to the literature on experiential tourism, including new communication strategies as a tool to contact experiential tourists. Accordingly, an analysis is carried out of a specific product/resource, such as the food markets of Madrid as resources or experiential leisure centers, and a study on product strategies (offer of experiences) and communication strategies on their experiential tourism offer fundamentally based on social media and websites.

Although this work represents an in-depth study of the food markets analyzed, the research could be extended to other markets or to other cities that are also working with markets as experiential tourism resources, though not in a structured design as in Madrid.

This work is different from previous studies for several reasons. In the first place, food markets are integrated as elements for the study of experiential tourism as tourist resources, and second, commercial interaction and other types of productive activities in urban centers are considered. In particular, social relations and collaboration between small retailers in markets, their managers and the institutions responsible for tourism management in the city of Madrid are barely analyzed in the literature. This includes the collaboration between public (Madrid City Council), cultural and business institutions (Madrid Fusión and Gastrofestival), hospitality and other businesses (established in the food markets) to promote cultural experiences and historic tourism.

The performed study has several implications for employers and policymakers. As historical, cultural and experiential tourism are growing trends throughout the world, new tourist consumer profiles must be analyzed. There are new groups of tourists looking for unique experiences and “local” activities, eager to visit renovated urban historical centers with a developed experiential leisure offer. This tourist activity facilitates the rebirth of the traditional food markets and promotes the creation of jobs and new opportunities for traditional businesses as shown in the present case study focused on the markets of Madrid.

The present paper contributes to the literature on experiential tourism, including new communication strategies as a tool to contact experiential tourists. Accordingly, an analysis is carried out of a specific product/resource, such as the food markets of Madrid as resources or experiential leisure centers, and a study on product strategies (offer of experiences) and communication strategies on their experiential tourism offer fundamentally based on social media and websites. The role played by food markets in the creation of an experiential tourism offer in Madrid and the communication strategies generated by them is described in this research. This study not only sheds light on the changes undergone by the tourist demand, specifically urban tourism but also it helps understand some of the strategies that big tourist cities are implementing in historic centers to reduce the risks of mass tourism.