Abstract
ABSTRACT A study was conducted at the Urbana farmers' market and a farm stand in Collinsville to determine patrons' perceptions about locally-grown vegetables. The majority of study participants at Urbana (67%) and Collinsville (57%) werewilling to pay a ten cent, or more premium per pound for locally-grown produce. There was less willingness to pay any premium for vegetables with health benefits. Sizable minorities of Urbana (33%) and Collinsville (47%) farm market patrons would not pay more than a penny premium per pound for vegetables with health benefits. Participants at both markets who were willing to pay a premium for vegetables with health benefits were more likely to purchase any new types of vegetables entering the market.
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