Identifying community supported agriculture (CSA) member types

A cluster analysis to inform strategies for targeted engagement and retention

Abstract

Community supported agriculture (CSA) is a partnership between community members and local farms in which members subscribe to receive a regular share of locally grown produce through­out the growing season. This study used semi-structured interviews with 18 current and former CSA members to examine how attitudes, social influences, and perceived behavioral control shape CSA participation. Cluster analysis of the interview data grouped participants according to shared response patterns and characteristics. Two distinct groups emerged from the analysis: health-conscious members who enjoyed trying new foods (Type 1) and socially motivated members who prioritized community connections (Type 2). Type 2 included three subgroups: Ritualistic Locavores, Sustainable Agricultural Advocates, and Practical Sharers. These findings suggest that CSA members are not a homogeneous group, and that CSA pro­grams may need targeted strategies to improve member engagement and retention.