Abstract
There is limited research documenting the shopping behaviors of urban residents with regard to where they shop for fruits and vegetables. This study sought to: (1) describe characteristics of consumers who shop for produce at supermarkets, alternative fresh food outlets, and farmers' markets; and (2) identify correlates of farmers' market shopping among urban consumers. Participants were recruited from 30 randomly selected residential blocks in West and Southwest Philadelphia, Pennsylvania, to complete a cross-sectional survey. Of 622 residents contacted, 82.6 percent completed a usable survey. Participants were predominantly African American (75.2 percent), single (47 percent), and receiving public assistance (30.1 percent). About half of the respondents reported shopping at farmers' markets (48.2 percent), produce stores (47.9 percent), and/or fruit and vegetable trucks (48.0 percent percent) for produce. Having vouchers for farmers' markets was significantly associated with shopping at those markets, being younger, and not owning a car. Our analysis begins to bridge the gap in understanding how individual-level differences may influence shopping patterns. Findings suggest that financial incentives to shop at farmers' markets can be meaningful contributors to shopping at these venues and may work to support the narrowing of disparities in access to healthy, affordable food.
Highlights
Introduction and Literature ReviewFruits and vegetables are important components of a healthy diet and have a protective effect against many chronic diseases (Boeing et al, 2012; Crowe et al, 2011; U.S Department of Health and Human Services & U.S Department of Agriculture, 2005)
There is a substantial deficit in fruit and vegetable intake for most Americans; the USDA recommends that Americans eat 2.5 cups per day, but very few Americans meet these standards (Akmal & Flint, 2013; Cassady, Jetter, & Culp, 2007; Franco, Diez Roux, Glass, Caballero, & Brancati, 2008)
More recent studies have considered connections between produce consumption and available local retail in both urban and rural geographies. These studies have found that closer residential proximity to a supermarket or grocery store was associated with increased probability of fruit and vegetable consumption (Dunn, Dean, Johnson, Leidner, & Sharkey, 2012) and quantity of fruits and vegetable consumed (Powell, Han, & Chaloupka, 2005; Zenk et al, 2009), especially among disadvantaged urban populations
Summary
About half of the respondents reported shopping at farmers’ markets (48.2 percent), produce stores (47.9 percent), and/or fruit and vegetable trucks (48.0 percent percent) for produce. A Five a Day Campaign report, conducted by the California Department of Public Health, found that about one-third of low-income African Americans reported that they shopped regularly at farmers’ markets for produce, and that those who made weekly produce purchases at the markets were more likely to meet recommended intake for fruit and vegetables (Keihner, Adkins, & Scruggs,2004).
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