Characterizing Farmers' Market Shoppers: A Literature Review

Abstract

The number of farmers' markets in the United States continues to grow, suggesting an increasing interest in community food systems. Yet, little conclusive research has been conducted to characterize farmers' market customers. The purpose of this literature review is to more definitively examine the current farmers' market consumer base established in published research studies. We explore demographic factors as well as motivations and barriers for farmers' markets shoppers. Based on current research, it is clear that an assortment of complex and interrelated factors influence an individual's choice to shop at farmers' markets and that a more consistent data gathering method is needed. A food system encompasses all people and processes related to food, including agricultural production, processing, packaging, distribution, marketing, consumption, and disposal. 1 In an effort to rethink the modern configuration (ie, conventional agriculture), a growing number of individuals are engaging in more localized and community-based food systems (or what is often referred to as a foodshed) in lieu of a larger, more industrialized

Metropolitan farmers markets in Minneapolis and Vienna: a values-based comparison

“…These include studies of FM consumer motivations and attitudes (Brown 2002;Rimal et al 2010;Betz and Farmer 2016) including personal values and value systems to consumption motivation (Byker et al 2012). Significantly fewer FM studies examine more than one FM participant group.…”

“…Many FMs specifically advertise that their purpose may involve health, farmer support, community, food and farming education, and sustainability (Byker et al 2012). For example, a FM whose purpose is to promote sustainability might recruit organic and local farmers, educate consumers at booths that offer presentations or materials on sustainability, or encourage zero-waste programs.…”

“…The revival of FMs in the US during the 1980s included the introduction of new perspectives on market values and functions. Markets were seen as opportunities to: support small farmers and to promote direct contact between consumers and producers (Holloway and Kneafsey 2000;Moore 2006); make locally produced and healthy products widely available (Baker et al 2009;Byker et al 2012); boost local economies (Brown and Miller 2009) create community (Andreatta and Wickliffe 2002;Colasanti et al 2010), and to offer consumers an alternative to "industrialized food" marketing and distribution (Feagan and Morris 2009;Byker et al 2012). These value changes, and others, continue to transform the role of FMs in our evolving food systems.…”

Print E-mail edit Consumer and Producer Information-Sharing Preferences at Arizona Farmers Markets

“…In addition, multiple values-based motivators likely contribute to consumers' interest in purchasing foods at farmers markets. Along with access to nutritious foods, a number of studies have identified local or organic production as key values among consumers who shop at farmers markets (Andreatta & Wickliffe, 2002;Baker, Hamshaw, & Kolodinsky, 2009;Byker, Shanks, Misyak, & Serrano, 2012;Dukeshire, Garbes, Kennedy, Boudreau, & Osborne, 2011;Eastwood et al, 1999;Kremen, Greene, & Hanson, 2004;Wolf et al, 2005). Similarly, perceived sustainability of growing, harvesting, and other production practices are important aspects of consumers' motivation for buying local foods (Byker et al, 2012;Dukeshire et al, 2011).…”

“…Along with access to nutritious foods, a number of studies have identified local or organic production as key values among consumers who shop at farmers markets (Andreatta & Wickliffe, 2002;Baker, Hamshaw, & Kolodinsky, 2009;Byker, Shanks, Misyak, & Serrano, 2012;Dukeshire, Garbes, Kennedy, Boudreau, & Osborne, 2011;Eastwood et al, 1999;Kremen, Greene, & Hanson, 2004;Wolf et al, 2005). Similarly, perceived sustainability of growing, harvesting, and other production practices are important aspects of consumers' motivation for buying local foods (Byker et al, 2012;Dukeshire et al, 2011). Finally, consumers frequently note support for small-scale, local agriculture and perceive community connectedness as strong motivators for purchasing food at farmers markets (Eastwood et al, 1999;Hinrichs, 2000;Hunt, 2006;Onianwa et al, 2006;Walton et al, 2002;Zepeda & Li, 2006).…”