P17 - Promoting Farmers' Markets with Limited-Resource Audiences: The Impact of a Social Marketing Campaign

Abstract

Background (Background, Rationale, Prior Research, and/or Theory): Farmers' markets can increase access to locally-grown produce for limited-resource consumers. However, studies have identified several barriers for farmers' market patronage by these consumers. Social marketing campaigns have the potential to address these barriers. These campaigns are most effective when messages and materials are tailored to specific audiences. Objective: To examine the impact of a farmers' market social marketing campaign on limited-resource consumers' intent to purchase and consume locally-grown produce and to examine potential differences in campaign impacts based on consumers' communities of residence (rural, suburban, urban). Study Design, Setting, Participants, Intervention: In 2016, a farmers' market social marketing campaign was implemented in 33 counties at 39 farmers' markets. The campaign consisted of marketing assets, six food demonstrations with recipes, and three children's activities. Participant surveys were conducted with a convenience sample of 15 farmers' markets located in 10 counties (three rural, four suburban, and three urban). Surveys were completed by 723 adults. Outcome Measures and Analysis: Participants answered questions about intention to purchase and consume locally-grown produce. Frequencies were computed for campaign impacts on all participants. Rural, suburban and urban consumers' responses were compared using chi-square analyses with Monte Carlo simulation. Results: Overall, most participants reported purchasing and consuming more locally-grown produce as a result of the campaign. There were differences, however, between rural, suburban, and urban consumers' responses with suburban consumers more likely to report increases in purchasing (χ2 (6) = 44.80, P < .001) and consuming (χ2 (6) = 35.73, P < .001) locally-grown produce. Conclusions and Implications: While effective in increasing purchase intention and consumption of locally-grown produce with all consumers, there were differences in campaign impact among rural, suburban, and urban consumers. These findings suggest different social marketing approaches might be warranted when engaging rural, suburban, and urban limited-resource farmers' market consumers. Funding: Supplemental Nutrition Assistance Program—Education.