A New Look at Farmers’ Markets: Consumer Knowledge and Loyalty

Abstract

Farmers’ markets (FMs) are perceived as ideal places for consumers to purchase fresh, local, and organic produce; for small- and midsized farmers, to gain reliable income; and for stimulating the local economy. However, with the organic and local food movements gaining momentum, it may be hard to keep up with all the expectations for FMs. This is because the rapid growth of FMs may provide more opportunities for vendors who use misleading labels and statements to attract consumers. The objective of this study was to determine consumer perception and knowledge of FMs as well as consumer persistence of shopping at FMs after finding out that the FM products do not meet their expectations. The results indicated that FM shopping atmosphere, environmental consciousness, product freshness, and local production were the main reasons for consumers shopping at FMs. This study showed that the majority of consumers had limited knowledge of individual FM vendors; most consumers would continue to shop at FMs even after purchasing products that did not meet their expectations; and consumers who believed buying locally at FMs was important were more likely to stop shopping if dishonest vendor practices were revealed than were consumers who used FMs mainly as places for socializing and meeting friends.