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

This study assesses consumer motivations for attending farmers’ markets through in-person survey data. Results indicate that consumers attend primarily to purchase fresh produce, followed by social interaction. Purchasing ready-to-eat foods or packaged foods, arts, and crafts were not strong motivators. Consumers attending primarily to purchase fresh produce tend to be married females at higher income levels, individuals with strong diet or health concerns, and individuals who are supportive of local farming and agriculture open space. Those attending for social interaction are more likely to be unmarried males or larger families attending events. Implications for market vendors, managers, and policy makers are discussed.