Jane Arnold, Felipe De Figueiredo Silva, Michael Vassalos
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Exploring consumer motivations for frequent visits and high spending at farmers' markets
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.
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