Food-Related Values and Consumption Barriers in Alternative Food Networks in Central-Western Tuscany and the Region of Madrid

There is increasing interest in the role of Alternative Food Networks (AFNs) as spaces in which food consumption is shaped not only by economic factors, but also by social, environmental, and territorial ones. The present study explores how territorial context can be associated with variations in food-related values and perceived barriers among consumers participating in AFNs in two areas: the Florence–Prato–Pisa polycentric metropolitan system (central-western Tuscany, Italy) and the Region of Madrid (Spain). Data were collected through a structured questionnaire administered to consumers participating in farmers’ markets and consumer groups, and value prioritization was analysed using the Best–Worst Scaling method, complemented by regression analysis. Results reveal systematic differences in value hierarchies between the two territories, alongside some common patterns. Health-related concerns are among the top priorities in both contexts. However, consumers in central-western Tuscany give greater importance to localness, while those in Madrid prioritize environmental sustainability and social justice and economic equity. Similar structural barriers nonetheless emerge in both, in particular higher prices and limited product variety at the sales point. These differences persist after controlling for demographic composition, suggesting that territorial context matters for how food-related values are prioritized by AFN consumers.