从嵌入论角度分析顾客的消费动机--以美国印第安纳州伯明顿农贸市场为例

摘要

In western country ,farmers market is the main place of selling and purchasing local foods.The paper is based on a research of Indiana Bloomington farmers market and divide embeddedness into social ,special and natural dimensions.According to the result ,the consumers ’ motivations include their preference of freshness and nutrition of food , on the other hand , they also involve the desire to reconnect local producers , agriculture , protect the e-cology and strengthen the community identity.This study broadens the use of the concept of embeddedness by analy-zing the market featuring price and benefit , and investigating the non-economic value considering special histori-cal and social contexts which will help understanding the development situation and future of farmers markets in modern food system.%在西方国家，农贸市场是销售和购买本土食品的主要场所。本论文基于对印第安纳州伯明顿农贸市场的调研，将嵌入论分成社会、空间和自然的维度分析顾客选择到农贸市场购物的主要动机。结果显示，顾客的消费动机一方面包括对食物新鲜度和营养健康的偏好，还包括重新与本土生产者和农业建立联系，保护生态环境以及增强社区认同的愿望。该个案研究拓展了对嵌入论观点的运用，除了用来分析以价格和利益为主导的市场形态，也可以结合特定的历史和社会情境考察非经济性的价值诉求，对理解现代食品体系下农贸市场的发展状况和前景有一定的指导作用。