The role of community: CSA member retention

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.