Understanding Perceptions of a Peruvian Local Market Program: A Reflexive Thematic Analysis

Authors

Rosmery Ramos-Sandoval Dr., Universidad Tecnológica del PerúFollow
Jano Ramos-Diaz, Universidad Privada del Norte, PerúFollow

Abstract

Despite growing global interest in short food supply chains (SFSCs), little is known about how consumers in developing countries perceive these models, especially through digital platforms like social media. This study investigates how Twitter users represent and perceive SFSCs in the context of the Peruvian government´s “De la Chacra a la Olla” program. The study analyzed 1,167 tweets from Peruvian Twitter users referencing the hashtag #DeLaChacraALaOlla between 2014 and 2020, using reflexive thematic analysis within an exploratory case study framework to examine consumer perceptions of SFSCs. The analysis revealed three key themes in consumer perceptions of SFSCs on Twitter: direct relationships and fair pricing (“without intermediaries”), product quality and health benefits (“food well-being”), and appreciation for local identity and producers (“local valorization”). Our findings suggest that SFSCs are perceived by Twitter users as trustworthy alternatives to conventional supply chains due to their direct producer-consumer connections, promotion of food well-being, fair pricing, local valorization, and the role of social media in enhancing visibility, trust, and resilience within these networks.

Keywords

short food supply chains (SFSCs), local food, consumer trust, social media, case study, reflexive thematic analysis

Author Bio(s)

Rosmery Ramos-Sandoval, Ph.D., a Research Associate in the Universidad Tecnológica del Perú, research focuses on knowledge and information transfer models in the agri-food sector, the use of social media platforms in monitoring public policy, and educational research on gender perspectives. Please direct correspondence to rramoss@utp.edu.pe

Jano Ramos-Díaz, a researcher at Universidad Privada del Norte, Perú, earned an MSc in Psychological Research Methods at Nottingham Trent University, UK., and has research interests is mental health, behavioral addictions, teacher behavior and career development.

Acknowledgements

The authors would like to thank the Universidad Tecnológica del Perú for the support of this study.

Publication Date

2-16-2026

Creative Commons License

This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 4.0 International License.

DOI

10.46743/2160-3715/2026.6771

Recommended APA Citation

Ramos-Sandoval, R., & Ramos-Diaz, J. (2026). Understanding perceptions of a Peruvian local market program: A reflexive thematic analysis. The Qualitative Report, 31(2), 5240-5257. https://doi.org/10.46743/2160-3715/2026.6771

ORCID ID

0000-0002-7447-7464; 0000-0002-7993-2390