The role of community: CSA member retention
ISSN: 0007-070X
Article publication date: 5 May 2020
Issue publication date: 11 June 2020
Abstract
Purpose
The purpose of this paper was to better understand motivations for CSA participation with an emphasis on membership retention. Food-related and community-related motivations for participation were examined.
Design/methodology/approach
Current and former CSA members across Wisconsin completed an online survey. Participants were grouped based on their CSA membership status. The four groups were as follows: Keepers (current members planning to renew their membership with their current farm); Switchers (current members planning to switch their membership to a new farm); Stoppers (current members planning to stop purchasing a CSA share from any farm) and Formers (former CSA members). The groups were compared through ANOVA.
Findings
Keepers had stronger community-related motivations, and they had more favorable perceptions about communication with their CSA farm. Food-related motivations were reduced among Stoppers but were similar among Keepers and Switchers.
Research limitations/implications
This study used online purposive sampling; thus, generalizability of results is limited. Switchers were identified as a distinct group that trends younger and appears more willing to change CSA farms but is committed to CSA because of food-related motivations.
Practical implications
Investment by CSA farmers in community building may improve member retention. They may achieve this, in part, through communication with members that taps into factors related to community, such as offering support and making emotional connections. Offering exemplary product is broadly important to keep individuals committed to CSA, but it does not uniquely keep individuals invested in a particular CSA farm the way community-related motivations may.
Originality/value
This is the first analysis to highlight differences between individuals who plan to renew their membership with their current CSA farm, those who plan to switch CSA farms and those who plan to stop purchasing CSA.
Keywords
Acknowledgements
The authors thank the individuals who provided feedback during survey development and helped distribute the survey, including many dedicated CSA farmers, educators with the University of Wisconsin–Madison Division of Extension's Community Food Systems Program and other food systems colleagues.Funding: This project was supported by the United States Department of Agriculture's (USDA) Agricultural Marketing Service through grant 15FMPPWI0086. Its contents are solely the responsibility of the authors and do not necessarily represent the official views of the USDA.
Citation
Witzling, L., Shaw, B.R., Strader, C., Sedlak, C. and Jones, E. (2020), "The role of community: CSA member retention", British Food Journal, Vol. 122 No. 7, pp. 2289-2302. https://doi.org/10.1108/BFJ-09-2019-0727
Publisher
:Emerald Publishing Limited
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