Work

Exploring consumer motivations for frequent visits and high spending at farmers' markets

Year: 2025

Type: article

Abstract: Farmers' markets (FM) must be able to adapt to keep up with changing consumer preferences. Using 274 in‐person surveys of consumers in several FMs our objective is to identify the influence of respondents' lifestyle characteristics, distance from the FM, and FM characteristics on the likelihood of being a frequent FM customer and spending over $50. Results indicate that the likelihood of visiting FM over five times per season and spending more than $50 increases with FMs open on weekends and that have 11–50 vendors and a wide variety of products. We also provide suggestions for policymakers and FM managers.

Source: Journal of the Agricultural and Applied Economics Association

DOI: 10.1002/jaa2.144

Authors: Jane Arnold, Felipe De Figueiredo Silva, Michael Vassalos

Institution: Clemson University

Language: English

Topic: Organic Food and Agriculture

Subfield: Plant Science

Field: Agricultural and Biological Sciences

Domain: Life Sciences

SDG: Zero hunger

Open Access status: hybrid

Estimated APC paid: $2,500