Locally Grown Foods and Farmers Markets: Consumer Attitudes and Behaviors

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

Examining Farmers Markets' Usage of Social Media: An Investigation of a Farmers Market Facebook Page

“…It provides a sense of security and connects surrounding communities (Hergesheimer & Kennedy, 2010;Madison, 2002). The social benefits of farmers markets for local communities include increased social vitality (Conner, Colasanti, Ross, & Smalley, 2010), reinforcement of local values (Cummings, Kora, & Murray, 1999), and provision of space to promote social activity and human capital development (Brown & Miller, 2008;Farmer, Chancellor, Gooding, Shubowitz, & Bryant, 2011). The resurgence of farmers markets exemplifies the city landscape as a space for leisure, relaxation, and community development (Farmer et al, 2011;Oberholtzer & Grow, 2003).…”

Determinants of local food purchase Insight from a consumer survey in South Tyrol (Italy)

“…Further studies acknowledge that respondents from the rural area are 'more interested in supporting the local economy' being closer to the source of food production than participants from the urban area (Roininen et al 2006:28). Rural consumers have a 'higher priority for civic issues in food choice' and showed 'higher interest in local foods compared to urban consumers' (Weatherell et al 2003: 242), although other findings indicate that urban consumers might be 'more prone to reconnect with rural roots' purchasing local food (Montanari 1994), as well as attending farmers' markets (Conner et al 2010).…”

Motivations Underlying Consumers’ Preference for Farmers’ Markets in Klang Valley: A Means-End Chain Approach

“…Attributes like food safety and production processes (e.g., organic and chemical-free) were valued by consumers in Michigan [21] and Illinois [24], respectively. Universalism-led personal values concerning support for the environmental and social sustainability [32] of farmers and for the local economy [16,23] were commonly evident in the West.…”