How Social Media Shapes Consumer Behavior in a Farmer’s Market

Farmers’ markets are examples of short food supply chains (SFSCs), which strengthen local economies, create direct producer–consumer interactions, and support sustainable consumption. However, they also face challenges in adapting to changing consumer behavior and in communicating their value effectively. Social media offers new opportunities in this regard, as it facilitates direct interaction, builds trust, and generates community engagement. Still, there is limited research on how consumers engage with social media content from farmers’ markets and how such engagement shapes attitudes, perceived value, and behavioral intentions. This thesis explores whether and how social media influences consumers’ perceptions, value creation, and behavioral intentions toward visiting a farmers’ market, using the Theory of Planned Behaviour and Customer Perceived Value. A quantitative research design was employed through a questionnaire administered to the visitors of “Il Mercato del Contadino” in a small town close to Padova (Northeastern Italy), yielding 48 responses. Descriptive and statistical analyses were performed. The findings show that social media can strengthen the market’s promotional efforts by facilitating co-created value and by enhancing the functional, emotional, and social dimensions of consumer experience. Perceived Behavioral Control emerged as the strongest predictor of intention, highlighting that practical considerations such as proximity, accessibility, and availability play a decisive role in determining whether consumers act on their positive attitudes. Subjective Norms also showed a strong association with intention, emphasizing the importance of social influence on shaping behavioral decisions. Social media contributes by providing timely information, reinforcing positive attitudes, and fostering community belonging. By integrating these insights, and through the Value Proposition Canvas developed in this study, market managers can better identify target consumers and craft communication strategies that attract new visitors and strengthen customer loyalty.