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Understanding Why College-Educated Millennials Shop at Farmers Markets: An Analysis of Students at Louisiana State University

Author

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  • Detre, Joshua D.
  • Mark, Tyler B.
  • Clark, Benjamin M.

Abstract

The principal goal of this research is to determine why university students, part of the Millennial Generation, choose to purchase produce from a farmers market. Students who cook multiple meals and use produce in these meals at their place of residence are more likely to shop at a farmers market. In addition, Millennial-aged students who value their produce being organic are also more likely to shop at a farmers market. Agriculture majors do not find availability of organic produce important when deciding whether they want to shop at a farmers market. Students living on campus value convenience when deciding if they are going to shop a farmers market, given their transportation issues.

Suggested Citation

  • 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), pages 1-11, November.
    • Handle: RePEc:ags:jlofdr:139060
    DOI: 10.22004/ag.econ.139060
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    References listed on IDEAS

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    1. Eastwood, David B., 1996. "Using Customer Surveys To Promote Farmers' Markets: A Case Study," Journal of Food Distribution Research, Food Distribution Research Society, vol. 27(3), pages 1-8, October.
    2. Govindasamy, Ramu & Nayga, Rodolfo M., 1997. "Determinants of Farmer-to-Consumer Direct Market Visits by Type of Facility: A Logit Analysis," Agricultural and Resource Economics Review, Cambridge University Press, vol. 26(1), pages 31-38, April.
    3. Kezis, Alan S. & Gwebu, Thula & Peavey, Stephanie R. & Cheng, Hsiang-Tai, 1998. "A Study Of Consumers At A Small Farmers' Market In Maine: Results From A 1995 Survey," Journal of Food Distribution Research, Food Distribution Research Society, vol. 29(1), pages 1-9, February.
    4. Wolf, Marianne McGarry & Spittler, Arianne & Ahern, James, 2005. "A Profile of Farmers' Market Consumers and the Perceived Advantages of Produce Sold at Farmers' Markets," Journal of Food Distribution Research, Food Distribution Research Society, vol. 36(1), pages 1-10, March.
    5. Govindasamy, Ramu & Zurbriggen, Marta & Italia, John & Adelaja, Adesoji O. & Nitzsche, Peter & VanVranken, Richard, 1998. "Farmers Markets: Consumer Trends, Preferences, and Characteristics," P Series 36722, Rutgers University, Department of Agricultural, Food and Resource Economics.
    6. Gandee, Jesse E. & Brown, Cheryl & D'Souza, Gerard E., 2003. "The Role Of Spatial And Demographic Characteristics In Direct Farm Marketing: An Econometric Approach," 2003 Annual meeting, July 27-30, Montreal, Canada 21912, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    7. 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(1), pages 1-16, March.
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    Cited by:

    1. Peake, Whitney O. & Detre, Joshua D. & Carlson, Clinton C., 2014. "One bad apple spoils the bunch? An exploration of broad consumption changes in response to food recalls," Food Policy, Elsevier, vol. 49(P1), pages 13-22.
    2. GwanSeon Kim & Jun Ho Seok & Tyler B. Mark, 2018. "New Market Opportunities and Consumer Heterogeneity in the U.S. Organic Food Market," Sustainability, MDPI, vol. 10(9), pages 1-17, September.
    3. Justin L. Schupp, 2016. "Just where does local food live? Assessing farmers’ markets in the United States," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 33(4), pages 827-841, December.
    4. Laura Witzling & Bret Shaw & David Trechter, 2019. "Which communication channels shape normative perceptions about buying local food? An application of social exposure," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 36(3), pages 443-454, September.
    5. Phillip Warsaw & Steven Archambault & Arden He & Stacy Miller, 2021. "The Economic, Social, and Environmental Impacts of Farmers Markets: Recent Evidence from the US," Sustainability, MDPI, vol. 13(6), pages 1-18, March.

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