["Agribusiness, EarlyView. ", "\nABSTRACT\nThis study examines consumer preferences and willingness to pay (WTP) for vegetable boxes sold through farmers' market in Taiwan, analyzing their role in advancing sustainable short food supply chains (SFSCs). While vegetable box subscriptions have gained popularity as a contactless alternative during the COVID‐19 pandemic, little is known about how consumers value boxes from trust‐based, direct‐market channels compared to commercial platforms. Based on a survey of 899 respondents, we integrate latent class analysis (LCA) and interval regression to model preference heterogeneity and estimate WTP. Results identify three distinct consumer segments: (1) cautious shoppers (25%), typically older and less engaged, with a WTP of 33 NTD (USD 1.12); (2) mild supporters (43%), characterized by higher income and favorable market perceptions, with WTP of 54 NTD (USD 1.85); and (3) local food advocates (32%), who strongly value sustainability, direct farmer relationship, and post‐pandemic cooking habits, with a WTP of 72 NTD (USD 2.45). Key drivers of WTP include age, income, residential location, market experience, and attitudes toward farming practices and branding. This paper contributes to the literature by jointly applying LCA and interval regression to capture heterogeneity in consumer valuation of SFSCs, offering empirical assessments of vegetable box preferences in Taiwan. The findings inform targeted outreach and product design strategies to broaden participation, support sustainable agriculture, and strengthen trust between consumers and producers in local food systems.\n"]