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


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  • Wolf, Marianne McGarry
  • Spittler, Arianne
  • Ahern, James
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    This study examines responses of 336 produce consumers in San Luis Obispo County, California, to compare the profile of farmersÂ’' market shoppers to those who do not shop at farmers'Â’ markets. The characteristics of produce sold in farmersÂ’' markets are compared to those sold at supermarkets to determine why consumers shop in farmersÂ’' markets. This examination of the demographic profile of farmersÂ’' market produce consumers indicates that they are more likely to be female, married, and have completed post graduate work. The age levels, income levels, and employment status are similar between farmers'Â’ market shoppers and farmers'Â’ market non-shoppers. Farmers'Â’ market shoppers indicate that cooking and family meals are important to them. Consumers indicate that quality and value are among the most important attributes when purchasing produce. Consumers perceive that farmers'Â’ market produce is fresher looking, fresher tasting, a higher-quality product, a better value for the money, more reasonably priced, more likely to be grown in their country, more likely to be locally grown, more likely to be good for the environment, and more likely to be traceable to the processor and grower when compared to supermarket produce. However, many consumers do not shop at farmersÂ’' markets due to a lack of convenience.

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    Bibliographic Info

    Article provided by Food Distribution Research Society in its journal Journal of Food Distribution Research.

    Volume (Year): 36 (2005)
    Issue (Month): 01 (March)

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    Handle: RePEc:ags:jlofdr:26768

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    Keywords: Consumer/Household Economics;


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    1. Wolf, Marianne McGarry & Berrenson, Eric, 2003. "A Comparison Of Purchasing Behaviors And Consumer Profiles At San Luis Obispo'S Thursday Night Farmers' Market: A Case Study," Journal of Food Distribution Research, Food Distribution Research Society, vol. 34(01), March.
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    Cited by:
    1. Maples, McKenzie & Morgan, Kimberly L. & Interis, Matthew G. & Harri, Ardian, 2013. "Who Buys Food Directly from Producers in the Southeastern United States?," 2013 Annual Meeting, February 2-5, 2013, Orlando, Florida 142929, Southern Agricultural Economics Association.
    2. Gumirakiza, Jean Dominique & Curtis, Kynda R. & Bosworth, Ryan, 2014. "Who Attends Farmers’ Markets and Why? Understanding Consumers and their Motivations," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association (IAMA), vol. 17(2).
    3. Violette, William J. & Harou, Aurélie P. & Upton, Joanna B. & Bell, Samuel D. & Barrett, Christopher B. & Gómez, Miguel I. & Lentz, Erin C., 2013. "Recipients’ Satisfaction with Locally Procured Food Aid Rations: Comparative Evidence from a Three Country Matched Survey," World Development, Elsevier, vol. 49(C), pages 30-43.
    4. Martinez, Stephen W. & Hand, Michael S. & Da Pra, Michelle & Pollack, Susan L. & Ralston, Katherine L. & Smith, Travis A. & Vogel, Stephen J. & Clark, Shellye & Lohr, Luanne & Low, Sarah A. & Newman, , 2010. "Local Food Systems: Concepts, Impacts, and Issues," Economic Research Report 96635, United States Department of Agriculture, Economic Research Service.
      • Martinez, Steve & Hand, Michael & Da Pra, Michelle & Pollack, Susan & Ralston, Katherine & Smith, Travis & Vogel, Stephen & Clarke, Shellye & Lohr, Luanne & Low, Sarah & Newman, Constance, 2010. "Local food systems: concepts, impacts, and issues," MPRA Paper 24313, University Library of Munich, Germany.
    5. Zepeda, Lydia & Li, Jinghan, 2006. "Who Buys Local Food?," Journal of Food Distribution Research, Food Distribution Research Society, vol. 37(03), November.
    6. Lydia Zepeda & Cong Nie, 2012. "What are the odds of being an organic or local food shopper? Multivariate analysis of US food shopper lifestyle segments," Agriculture and Human Values, Springer, vol. 29(4), pages 467-480, December.
    7. Biermacher, Jon T. & Upson, Steve & Miller, David C. & Pittman, Dusty, 2007. "Economic Challenges of Small-Scale Vegetable Production and Retailing in Rural Communities: An Example from Rural Oklahoma," Journal of Food Distribution Research, Food Distribution Research Society, vol. 38(3), November.
    8. Detre, Joshua D. & Mark, Tyler B. & Clark, Benjamin M., 2010. "Understanding Why College-Educated Millennials Shop at Farmers Markets: An Analysis of Students at Louisiana State University," Journal of Food Distribution Research, Food Distribution Research Society, vol. 41(3), November.
    9. Schnettler, Berta & Sánchez, Mercedes & Orellana, Ligia & Sepúlveda, José, 2013. "Country of origin and ethnocentrism: a review from the perspective of food consumption," Economia Agraria y Recursos Naturales, Spanish Association of Agricultural Economists, vol. 17.


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