This study underlines the relevance of creating strategies not only for educating consumers about the benefits of home cooking, but also for providing practical information to help them overcome obstacles limiting the day-to-day preparation of food.
Users and non-users of Quebec public markets were asked questions about their habits and motivations for shopping at markets and the barriers that keep them from going. Eight discussion groups ( n = 52) were held in Montreal and an online survey completed data collection in two other regions in the province ( n = 923). Primary results are presented and then analyzed based on seven aspects: ambiance and social interactions, freshness, variety, price, managing quantity, buying local, and seasonality. Profile types of public market users and non-users are revealed. Concrete courses of action are identified to promote public markets and make them more convenient to use. Further research must be conducted to gain a better understanding of public markets, their potential, and those who use them.
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