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Making Sense of the Dollars Spent at Farmers’ Markets

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  • Stobbe, Tracy

Abstract

The habits, preferences and demographics of consumers at farmers’ markets are topics of interest as the number of markets burgeon across North America. This study, using a survey (via interview), researches five markets near Vancouver, British Columbia, focusing on factors associated with spending. The results reveal that spending is significantly related to frequency of shopping, type of products purchased, preferences about buying organic, parking habits, and demographics such as age, education level, ethnicity, family composition and home ownership. The study also shows that Vancouver-area farmers’ market shoppers are not significantly different from those elsewhere—they too tend to be older, well-educated and disproportionately Caucasian. Results yield valuable practical strategies for market managers.

Suggested Citation

  • Stobbe, Tracy, 2016. "Making Sense of the Dollars Spent at Farmers’ Markets," Journal of Food Distribution Research, Food Distribution Research Society, vol. 47(2), pages 1-24, July.
    • Handle: RePEc:ags:jlofdr:240765
    DOI: 10.22004/ag.econ.240765
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    References listed on IDEAS

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    1. Gumirakiza, Jean Dominique & Curtis, Kynda R. & Bosworth, Ryan C., 2014. "Who Attends Farmers’ Markets and Why? Understanding Consumers and their Motivations," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 17(2), pages 1-18, May.
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