A Profile of Farmers' Market Consumers and the Perceived Advantages of Produce Sold at Farmers' Markets

Wolf, Marianne McGarry; Spittler, Arianne; Ahern, James

doi:10.22004/ag.econ.26768

Cited by 54 publications

(17 citation statements)

References 3 publications

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“…Similarly, two national studies found that people of various education and income levels purchase locally produced food (Keeling-Bond et al, 2009;Zepeda & Li, 2006). Wolf et al (2005) studied 336 farmers market patrons in San Luis Obispo County, California reported mixed results. The researchers found that the age, income levels, and occupational status of farmers market customers and shoppers who do not patronize farmers markets were similar.…”

Section: Characteristics Of Farmers Market Customersmentioning

confidence: 99%

“…Price is a barrier that prohibits some from shopping at farmers markets (Bond et al, 2006;Grace et al, 2007;Jilcott Pitts et al, 2010;Onianwa et al, 2006;Wetherill & Gray, 2015;Wolf et al, 2005). A study of 143 SNAP customers at farmers markets found that only 35.9% strongly agreed that they could afford to purchase the fruits and vegetables at the market.…”

Section: Interrogating Farmers Marketsmentioning

confidence: 99%

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Racial, Gender, and Age Dynamics in Michigan’s Urban and Rural Farmers Markets: Reducing Food Insecurity, and the Impacts of a Pandemic

Taylor

Lusuegro

Loong³

et al. 2021

American Behavioral Scientist

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In recent decades, the number of farmer’s markets has increased dramatically across the country. Though farmers markets have been described as White spaces, they can play important roles in reducing food insecurity. This is particularly true in Michigan where farmer’s markets were crucial collaborators in pioneering programs such as Double-Up Food Bucks that help low-income residents and people of color gain access to fresh, healthy, locally grown food. This article examines the questions: (1) What are the demographic characteristics of the farmers market managers, vendors, and customers and how do these influence market activities? (2) To what extent do farmers markets participate in programs aimed at reducing food insecurity? (3) To what extent do farmers markets serve low-income residents and people of color? and (4) How has the Coronavirus Pandemic (COVID-19) affected the operations of farmers markets. This article discusses the findings of a 2020 study that examined the extent to which Michigan’s farmer’s markets served low-income customers and people of color and participated in food assistance programs. The study examined 79 farmers markets and found that 87.3% of the farmer’s market managers are White. On average, roughly 79% of the vendors of the markets are White and almost 18% are people of color. Most of the vendors in the markets participate in nutrition assistance programs. Market managers estimate that about 76% of their customers are White and about 23% are people of color. Farmers markets operated by people of color attract higher numbers of customers and vendors of color than those operated White market managers. Almost half of the farmer’s markets started operations later than usual in 2020 because of the pandemic. More than a third of the markets reported that their funding declined during the pandemic. Moreover, the number of vendors declined at two thirds of the markets and the number of customers dipped at more than 40% of the markets. On the other hand, the number of people requesting food assistance during the pandemic increased in more than half of the markets.

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Section: Characteristics Of Farmers Market Customersmentioning

confidence: 99%

Section: Interrogating Farmers Marketsmentioning

confidence: 99%

Racial, Gender, and Age Dynamics in Michigan’s Urban and Rural Farmers Markets: Reducing Food Insecurity, and the Impacts of a Pandemic

Taylor

Lusuegro

Loong³

et al. 2021

American Behavioral Scientist

View full text Add to dashboard Cite

show abstract

“…Some of these studies have indicated that fruit purchase is associated with gender, age, income and rurality [43]. Being female, having a high income and living in a rural area have been found to be key characteristics of fruit consumers [43][44][45]. Other studies suggest that higher education [45][46][47] and age [44][45][46] are important characteristics.…”

Section: Socio-demographicsmentioning

confidence: 99%

“…Being female, having a high income and living in a rural area have been found to be key characteristics of fruit consumers [43][44][45]. Other studies suggest that higher education [45][46][47] and age [44][45][46] are important characteristics. A third line of study suggests that socio-demographic backgrounds do not have as much impact on fruit consumption and purchase.…”

Section: Socio-demographicsmentioning

confidence: 99%

Exploring Key Factors Determining US Consumer Preferences for Growing over Buying Fruit in Pre-Covidian and Covidian Times

2021

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This study provides insights for managers in the food retail sector, the horticultural industry, actors involved in community gardening and farmers’ markets. It proposes a model that investigates key factors determining US consumer preferences for growing fruit over buying it in pre-Covidian and Covidian times. For this purpose, an online survey with a sample of 383 US residents was conducted. Partial least squares structural equation modelling shows that subjective knowledge about fruit and the perceived impact of COVID-19 are the most important drivers of preferences for growing over buying in Covidian times. The impact of COVID-19 had no relevance for the pre-Covidian times. For both scenarios, only age and gender as socio-demographic factors were found to influence subjective knowledge and the perceived impact of COVID-19. Other sociodemographic factors were not found to have any impact.

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“…While universal human values have been widely studied as predictors for consumer buying decisions related to food [ 26 , 27 , 28 , 29 , 30 ], the degree to which growing over buying affects these decisions is yet to be explored. Socio-demographic factors were not included in the study, as prior studies indicate that there is no consensus on their significance [ 31 , 32 , 33 , 34 , 35 ]. Recent research investigating the factors that determined the preferences of US consumers towards growing over buying fruit before and after the COVID-19 pandemic showed that socio-demographic factors were largely insignificant [ 25 ].…”

Section: Introductionmentioning

confidence: 99%

Should I Pay or Should I Grow? Factors Which Influenced the Preferences of US Consumers for Fruit, Vegetables, Wine and Beer during the COVID-19 Pandemic

Rombach

Dean

Baird

et al. 2022

Foods

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This study examines the key factors that determine the preferences of US consumers towards the growing and processing used for horticultural products such as fruit, vegetables, wine and beer over their preferences for buying them both before and after the COVID-19 pandemic. The findings obtained using Partial Least Square Structural Equation Modeling (PLS-SEM) show that engagement with horticulture prior to and after the occurrence of COVID-19 influenced preferences for the growing and processing of fruit, vegetables, wine and beer over buying them in both the pre-COVID-19 and post-COVID-19 contexts. Engagement with horticulture before and after the COVID-19 pandemic was significantly impacted by attitudes towards US growers. Attitudes towards COVID-19 and human values such as self-enhancement, conservation and self-transcendence were also found to be significant factors, while openness to change was not found to be significant. Best practice recommendations are included on the basis of these findings for managers of community gardens, horticultural properties and specialized food stores.

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A Profile of Farmers' Market Consumers and the Perceived Advantages of Produce Sold at Farmers' Markets

Cited by 54 publications

References 3 publications

Racial, Gender, and Age Dynamics in Michigan’s Urban and Rural Farmers Markets: Reducing Food Insecurity, and the Impacts of a Pandemic

Racial, Gender, and Age Dynamics in Michigan’s Urban and Rural Farmers Markets: Reducing Food Insecurity, and the Impacts of a Pandemic

Exploring Key Factors Determining US Consumer Preferences for Growing over Buying Fruit in Pre-Covidian and Covidian Times

Should I Pay or Should I Grow? Factors Which Influenced the Preferences of US Consumers for Fruit, Vegetables, Wine and Beer during the COVID-19 Pandemic

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