Who Attends Farmers’ Markets and Why? Understanding Consumers and their Motivations

Gumirakiza, J. Dominique; Curtis, Kynda R.; Bosworth, Ryan

doi:10.22004/ag.econ.167905

Cited by 14 publications

(8 citation statements)

References 23 publications

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“…In a study by Govindassamy et al (2002) of New Jersey FM patrons, 83% were female, most were at least 51 years old, 62% had graduated from college, and 84% were Caucasian. Gumirakiza et al (2014) found that 16 FMs in Nevada and Utah attracted an average respondent who was female (66%), with a college degree, and an average age of 42. Henneberry and Agustini (2004) and Henneberry et al (2009) similarly discovered that Oklahoma FM consumers were mostly women (79%), aged between 51 and 65, Caucasian (88%), and educated (with more than 50% having a college degree and 21% having a graduate degree).…”

Section: Literature Reviewmentioning

confidence: 99%

“Where everybody knows your name”: How regulars at farmers' markets differ from less-frequent shoppers

Stobbe

2023

Front. Sustain. Food Syst.

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A survey of consumers at three farmers' markets (FMs) was done near Vancouver, British Columbia. The markets span urban and suburb locales, and the survey's 234 respondents were asked questions about shopping behavior, attitudes toward FMs, and demographic information. The focus of the analysis is on the differences between regulars and non-regulars to the market, where a regular is considered a shopper who shops weekly or bi-weekly. The results show that regulars spend more ($46.36 vs. 33.19 for non-regulars), are much more likely to expect higher prices compared to grocery stores than non-regulars, and buy more products (4.15 vs. 3.1). Regulars also value attributes of FMs differently: they value variety, organic products, and being locally-grown more highly. Organic purchasing behavior is also significantly different with regulars much more likely to say they “always” or “usually” buy organic products. As this is the first study to explicitly analyze regulars at FMs, suggested research directions and methods are offered to help guide future research.

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Section: Literature Reviewmentioning

confidence: 99%

“Where everybody knows your name”: How regulars at farmers' markets differ from less-frequent shoppers

Stobbe

2023

Front. Sustain. Food Syst.

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“…In addition to this, development of their marketing strategies including "pick-your-own" farms and on-farm produce vending stalls for customers who may drive by or be seeking on-farm experiences. Consumers who purchase from the farmer's markets often get fresh products (Gumirakiza et al 2014). Primarily (Veldstra et al 2014) the adoption of organic certi cation is depending on two aspects which are two separate business decisions under the National Program of Organic Production (NPOP) standards.…”

Section: )mentioning

confidence: 99%

Effect of Selected Factors on Adoption of Organic Agriculture Certificate: A Logistic Regression Approach

Malhan

Ram

2023

Preprint

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Certificate provides guarantee to the consumers that the product is grown by the producers without using any chemicals and harmful pesticides and is of a certain quality. Besides certificate, reputation of the farm or personal relationships are the methods of guaranteeing. But, for the expansion of the marketing at a larger scale, certification of organic products is required as a guarantee. Such guarantee in term of certificate of products means to encourage and communicate its associated benefits. This paper determines the adoption of organic agriculture certificate under demographic and marketing practices and its impacts on farmers. In doing so, a binary logistic model is specified and implemented in the case of adoption of organic agriculture certificate in Haryana, India. Results suggests that adoption of organic agriculture certification are depend on some demographic and marketing factors. Gender, experience, training, marketing infrastructure support, existing distribution and promotion support have a positive and significant effect on the adoption of organic Agriculture certificate.

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“…The literature has discussed factors that motivate consumers to shop at FMs. Actors that can influence FM use include freshness and taste [8,12,25], supporting local food [14,15,25], convenience [14,15,25], quality [12,17,23], place of origin [23], and social shopping experience with farmers/vendors and friends [8,26].…”

Section: Predictors Of Fm Actors' Activitymentioning

confidence: 99%

“…However, prior research had different findings for price at FMs. Several studies suggested that FMs provide cheaper produce price than produce from other outlets such as supermarkets, grocery stores, or convenience stores [8,[27][28][29][30], while some studies found that food is more expensive at FMs than grocery stores [12,13,31]. Valpiani et al [31] investigated price differences across three different outlets (34 FMs, 20 roadside stands, and 32 supermarkets) in North Carolina.…”

Section: Predictors Of Fm Actors' Activitymentioning

confidence: 99%

“…FMs provide benefits to both farmers/vendors and consumers. For example, small or beginning farmers and vendors can develop their business [6] and increase their revenue [7,8]. Consumers have an alternative channel to purchase fresh and nutritious produce [3,7] which can lead to a healthier lifestyle (e.g., increasing consumption of fruits and vegetables) [7,9].…”

Section: Introductionmentioning

confidence: 99%

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Strategic Management for Community-Based Markets: From Consumers’ Perspectives and Experiences

Chen

2021

Sustainability

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This study used a consumer survey to identify resources and services that are important to farmers’ market (FM) shoppers. The questionnaire was distributed onsite in six FMs in Tennessee, and a total of 506 FM shoppers responded. The most important resources and services in terms of a shopper’s decision to visit a FM are identified as supporting local food, quality, friendly, and diverse vendors, and food origin. Multivariate analysis of variance (MANOVA) reveals that convenience and close to home are more important to women; price is more important to younger and lower-income shoppers, while quality, convenience, interaction with farmers/producers, and food origin are more important to older shoppers. Content analysis indicated that FM shoppers were impressed with FM atmosphere and liked the quality, variety, and convenience provided by FMs, but disliked not having clear information such as product labels and websites.

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Who Attends Farmers’ Markets and Why? Understanding Consumers and their Motivations

Cited by 14 publications

References 23 publications

“Where everybody knows your name”: How regulars at farmers' markets differ from less-frequent shoppers

“Where everybody knows your name”: How regulars at farmers' markets differ from less-frequent shoppers

Effect of Selected Factors on Adoption of Organic Agriculture Certificate: A Logistic Regression Approach

Strategic Management for Community-Based Markets: From Consumers’ Perspectives and Experiences

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