Distribution channels – a source of perceived captivity among farmers?

Purpose Given the significant and ongoing decline in the number of farms in France and the growing mistrust of distribution intermediaries among new generations of farmers, it has become imperative to examine these relationships from a farmer's perspective (Bijman and Wijers, 2019). The quantitative research presented here initially focuses on the determinants of farmers' distribution channel choices, and then examines the farmer-distribution intermediary relationship by using the concepts of perceived control, perceived captivity and satisfaction with distribution. It will explore these issues by comparing the various perceptions of the farmer based on the intra- or extra-territorial nature of the distribution channel. Design/methodology/approach The research is based on data collected from 116 French farmers with various distribution strategy profiles, located in the Brittany region of France. Findings Ultimately, we find that some distribution channels generate a stronger sense of captivity than others, lower satisfaction and less perceived control. Originality/value Few studies take an overall view of the different forms of distribution that would allow for comparisons to be made from a farmer's perspective. To bridge this research gap, the present study addresses channel choice from the original perspective of geographical scale, focussing on the extent of distribution localness rather than distribution channel length.