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Locally Grown Foods and Farmers Markets: Consumer Attitudes and Behaviors

Author

Listed:
  • David Conner

    () (C.S. Mott Group for Sustainable Food Systems, Department of Community, Agriculture, Recreation and Resource Studies, Michigan State University, 131 Natural Resources Building, East Lansing, MI 48824, USA)

  • Kathryn Colasanti

    () (C.S. Mott Group for Sustainable Food Systems, Department of Community, Agriculture, Recreation and Resource Studies, Michigan State University, 131 Natural Resources Building, East Lansing, MI 48824, USA)

  • R. Brent Ross

    () (Department of Agricultural, Food, and Resource Economics, Michigan State University, 202 Agriculture Hall, East Lansing MI 48824, USA)

  • Susan B. Smalley

    () (C.S. Mott Group for Sustainable Food Systems, Department of Community, Agriculture, Recreation and Resource Studies, Michigan State University, 131 Natural Resources Building, East Lansing, MI 48824, USA)

Abstract

Farm viability poses a grave challenge to the sustainability of agriculture and food systems: the number of acres in production continues to decline as the majority of farms earn negative net income. Two related and often overlapping marketing strategies, (i) locally grown foods and (ii) distribution at farmers markets, can directly enhance food system sustainability by improving farm profitability and long-term viability, as well as contributing to an array of ancillary benefits. We present results of a representative Michigan telephone survey, which measured consumers’ perceptions and behaviors around local foods and farmers markets. We discuss the implications of our findings on greater farm profitability. We conclude with suggestions for future research to enhance the contributions of locally grown foods and farmers markets to overall food system sustainability.

Suggested Citation

  • David Conner & Kathryn Colasanti & R. Brent Ross & Susan B. Smalley, 2010. "Locally Grown Foods and Farmers Markets: Consumer Attitudes and Behaviors," Sustainability, MDPI, Open Access Journal, vol. 2(3), pages 1-15, March.
  • Handle: RePEc:gam:jsusta:v:2:y:2010:i:3:p:742-756:d:7429
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    References listed on IDEAS

    as
    1. Keeling Bond, Jennifer J. & Thilmany, Dawn D. & Bond, Craig A., 2006. "Direct Marketing of Fresh Produce: Understanding Consumer Purchasing Decisions," Choices, Agricultural and Applied Economics Association, vol. 21(4).
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    Citations

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    Cited by:

    1. Pokorná, Jitka & Pilař, L. & Balcarová, T. & Sergeeva, I., 2015. "Value Proposition Canvas: Identification of Pains, Gains and Customer Jobs at Farmers' Markets," AGRIS on-line Papers in Economics and Informatics, Czech University of Life Sciences Prague, Faculty of Economics and Management, vol. 7(4), December.
    2. Gallardo, R. Karina & Olanie, Aaron & Ordóñez, Rita & Ostrom, Ostrom, 2015. "The Use of Electronic Payment Machines at Farmers Markets: Results from a Choice Experiment Study," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association (IFAMA), vol. 18(1).
    3. Hoolohan, Claire & McLachlan, Carly, 2015. "Consumers and energy demand in food supply chains: Synthesising insights from the social sciences," 143rd Joint EAAE/AAEA Seminar, March 25-27, 2015, Naples, Italy 202743, European Association of Agricultural Economists.
    4. Astrida Slavickienė & Jūratė Savickienė, 2014. "The Evaluation Of Small And Medium Farms’ Economic Viability In The New Eu Countries," Economy & Business Journal, International Scientific Publications, Bulgaria, vol. 8(1), pages 843-855.
    5. Ruth, Taylor K. & Rumble, Joy N. & Settle, Quisto, 2016. "Narrowing the Gap: Preference and Awareness of Florida Strawberries," Journal of Food Distribution Research, Food Distribution Research Society, vol. 47(2), July.
    6. Stobbe, Tracy, 2016. "Making Sense of the Dollars Spent at Farmers’ Markets," Journal of Food Distribution Research, Food Distribution Research Society, vol. 47(2), July.
    7. Hodges, Alan W. & Stevens, Thomas J. & Wysocki, Allen F., 2014. "Local and Regional Food Systems in Florida: Values and Economic Impacts," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 46(02), May.
    8. Gumirakiza, J. Dominique & Hopper, Laura, 2016. "Understanding Markets and Marketing Strategies, and Challenges in Locally Grown Fresh Produce Industry," 2016 Annual Meeting, February 6-9, 2016, San Antonio, Texas 229809, Southern Agricultural Economics Association.
    9. Curtis, Kynda & Ward, Ruby & Allen, Karin & Slocum, Susan, 2013. "Impacts of Community Supported Agriculture Program Participation on Consumer Food Purchases and Dietary Choice," Journal of Food Distribution Research, Food Distribution Research Society, vol. 44(1), March.
    10. repec:gam:jsusta:v:9:y:2017:i:11:p:1958-:d:116729 is not listed on IDEAS
    11. Azucena Gracia, 2014. "Consumers’ preferences for a local food product: a real choice experiment," Empirical Economics, Springer, vol. 47(1), pages 111-128, August.
    12. Onyango, Benjamin & Govindasamy, Ramu & Alsup-Egbers, Clydette Michelle, 2015. "Uncovering Success Attributes for Direct Farmers’ Markets and Agri-Tourism in the Mid-Atlantic Region of the United States," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association (IFAMA), vol. 18(2).

    More about this item

    Keywords

    Michigan; Probit analysis; marketing strategies;

    JEL classification:

    • Q - Agricultural and Natural Resource Economics; Environmental and Ecological Economics
    • Q0 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - General
    • Q2 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Renewable Resources and Conservation
    • Q3 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Nonrenewable Resources and Conservation
    • Q5 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics
    • Q56 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Environment and Development; Environment and Trade; Sustainability; Environmental Accounts and Accounting; Environmental Equity; Population Growth
    • O13 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Agriculture; Natural Resources; Environment; Other Primary Products

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