Consumers’ attitude towards alternative distribution channels of fresh fruits and vegetables in Crete

Purpose This paper aims to get a better insight into the Cretan consumers’ behaviour towards alternative distribution channels (ADCs) of fresh fruits and vegetables. The main factors affecting the purchase decision are investigated and recorded, demonstrating the value of alternative channels in distributing agro-food products. Design/methodology/approach Six independent variables were chosen to represent the factors that motivate consumers’ behaviour towards the use of ADCs. The factors were classified into two groups: socio-economic factors, mainly age, level of education and monthly family income; and personal factors, such as environmental concerns, pros-ocial beliefs and perceived availability. Findings The output of the MANOVA tests showed significant results as regards the independent variables ( p > 0.05) which disproves the null hypothesis. More specifically, the results of this study showed that consumers’ behaviour towards ADCs is affected by socio-economic factors (age, level of education, monthly family income) and personal factors (environmental concerns, pro-social concerns and perceived availability). Research limitations/implications The questionnaire was focussing mainly on three (3) different ADCs: “directly from the producer”, “E-commerce” and “Fair Trade”. Any further research should examine more alternative food networks. Practical implications The present study's findings indicate that consumers support ADCs of fruits and vegetables and motivated by ethical stances such as environmental concern and pro-social behaviour. This could develop a new environment and trends not only for consumers but also for entrepreneurs (producers–wholesalers–retailers). Originality/value There is limited research concerning ADC of agricultural product in Crete. Thus, findings on consumers’ behaviour with respect to alternative and eventually sustainable distribution channels are a contribution to the literature in the field of sustainable supply chain management. Additionally, this research adds a better understanding of the Cretan consumers’ attitudes towards ADC.