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Segmenting Csa Members By Motivation: Anything But Two Peas In A Pod, Antoinette Pole, Archana Kumar

Department of Political Science and Law Faculty Scholarship and Creative Works

Purpose-The purpose of this paper is to seek to segment CSA members based on their motivations to join a CSA. Design/methodology/approach-Data obtained from an online survey of 565 members belonging to a New York state CSA were analyzed using a combined hierarchical and non-hierarchical cluster analysis. Findings-Based on their motivations to join a CSA results reveal four distinct types of segments among CSA members: No-Frills Member, Foodie Member, Nonchalant Member, and Quintessential Member. Results show all four clusters differ statistically across demographic characteristics including gender, political affiliation, and household income. The clusters differed across psychographic characteristics such as attitudes toward …