Article: Values and lifestyles of the consumers of the farmers' markets of Valle De Aburrá, Antioquia - Colombia Journal: International Journal of Business and Emerging Markets (IJBEM) 2026 Vol.18 No.2 pp.251 - 269 Abstract: Farmers' markets represent an activity of great importance for local economies in all countries, due to the possibility that small producers can sell their products directly to final consumers without the need for intermediaries. The objective of this work is to identify the socio-demographic and psychographic characteristics of the consumers of the Farmers' Markets of the Valle de Aburrá, Colombia. For this, the test VALS was used through a non-probability sampling, reaching a sample of 1035 people. To this end, exploratory factor analysis (EFA) was used to identify psychographic profiles and K-means clustering for determining the number of segments. The results suggest that the three groups identified respond differently to socio-demographic characteristics, which requires that marketing actions focused on communication contemplate these aspects to achieve greater effectiveness in the search to attract more people to attend this type of spaces. Inderscience Publishers - linking academia, business and industry through research

Title: Values and lifestyles of the consumers of the farmers' markets of Valle De Aburrá, Antioquia - Colombia

Authors: Rodolfo Casadiego-Alzate; Vanesa Sanguino-García; Paula Andrea Velásquez Calle; Vladimir Díaz Mesa; Diomer Alejandro Palacio Miranda

Addresses: Department of Marketing and Branding, University Institution Politécnico Grancolombiano, Medellín, Colombia ' Department of Marketing and Branding, University Institution Politécnico Grancolombiano, Medellín, Colombia ' Department of Marketing and Branding, University Institution Politécnico Grancolombiano, Medellín, Colombia ' Department of Marketing and Branding, University Institution Politécnico Grancolombiano, Medellín, Colombia ' Department of Design, University Institution Pascual Bravo, Medellín, Colombia

Abstract: Farmers' markets represent an activity of great importance for local economies in all countries, due to the possibility that small producers can sell their products directly to final consumers without the need for intermediaries. The objective of this work is to identify the socio-demographic and psychographic characteristics of the consumers of the Farmers' Markets of the Valle de Aburrá, Colombia. For this, the test VALS was used through a non-probability sampling, reaching a sample of 1035 people. To this end, exploratory factor analysis (EFA) was used to identify psychographic profiles and K-means clustering for determining the number of segments. The results suggest that the three groups identified respond differently to socio-demographic characteristics, which requires that marketing actions focused on communication contemplate these aspects to achieve greater effectiveness in the search to attract more people to attend this type of spaces.

Keywords: farmers' markets; local markets; market segmentation; psychographic profiles; clustering; factor analysis; values and lifestyles; VALS; healthy eating; Colombia.

DOI: 10.1504/IJBEM.2026.152673

International Journal of Business and Emerging Markets, 2026 Vol.18 No.2, pp.251 - 269

Received: 21 Jul 2023
Accepted: 28 Aug 2023
Published online: 07 Apr 2026 *

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Title: Values and lifestyles of the consumers of the farmers' markets of Valle De Aburrá, Antioquia - Colombia

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