Who wants a vegetable box? A latent class logit segmentation of motivations in a cost-offset community supported agriculture program

Community Supported Agriculture (CSA) programs are evolving with innovations like cost-offset vouchers, attracting a more heterogeneous consumer base beyond traditional members. This study segments participants in a large, institutional CSA voucher program to profile these diverse shareholder motivations. We surveyed 172 participants using a Best-Worst Scaling (BWS) choice experiment to evaluate the relative importance of 11 subscription motivations. A Latent Class Conditional Logit (LCCL) analysis revealed four distinct segments: “CSA People” (29.3%), prioritizing local impact and sustainability; “Price Sensitive, Convenience Focused” (34.5%), motivated by affordability and ease; “Wellness Focused” (26.5%), emphasizing quality and nutritional health; and “Socially Focused” (9.6%), uniquely valuing community relationships and culturally appropriate food. Our findings provide CSA operators with clear profiles to develop targeted marketing and program structures to better recruit and retain a diverse shareholder base.