Abstract
This study uses data from 172 consumers who participated in mail survey distributed in 2020 to within the Southcentral Kentucky region. The purpose was to analyze consumer habits of attending farmers markets focusing on characteristics of those who do not attend and analyze their likelihood to participate in the Community Supported Agriculture (CSA) program. We used both Multinomial and Ordered Logit models to analyze data. Results indicate that respective relative probabilities for “never attend”, “attend occasionally”, and “attend frequently” are 55%, 29%, and 16%, respectively. Male consumers, rural residents, primary shoppers, and those with a 2-year associate degree are less likely to attend farmers markets. This study finds that educated consumers and those who were satisfied with previous market experiences are more likely to attend a market frequently. Another finding is that consumers with interests in using an App to purchase fresh produce are more likely to attend farmers markets and participate in CSA programs. We further found that consumers are less likely to join a CSA program if they live in a rural area. This study contributes to the understanding of characteristics of consumers who do not use direct-to-consumer market outlets, particular farmers’ markets, and CSA programs. It informs policy makers who seek to promote these two market outlets. This study is also useful to managers of farmers markets and CSA programs when making marketing decisions.
Highlights
Grown fresh produce in direct-to-consumer market outlets offers important economic, health, and environmental benefits
As per the Creative Research Systems (2012), this represents with a confidence level of 95% and a margin error of 7.5%. Authors recognize that this response rate is slightly lower than average [External mailed surveys typically generate response rates of 10 percent (PeoplePulse, 2019)], those who participated in this study provided an insight in understanding who never attends farmers markets and who would join Community Supported Agriculture (CSA) programs in the Southcentral Kentucky region
This study found that primary shoppers and socially oriented consumers are less likely to attend farmers markets occasionally
Summary
Grown fresh produce in direct-to-consumer market outlets offers important economic, health, and environmental benefits. Direct-to-consumer market outlets include farmers markets, Community Supported Agriculture (CSA) program, roadside stands, on-farm, agritourism, and U-Pick. Purchasing locally grown from these markets allows money to circulate within local economy and supports local farmers financially (Robinson & LaMore, 2010). Fresh produce provides healthy dietary benefits; including some protection from cancer, high blood pressure, diabetes, and help reduce weight gain (Farvid, Barnett, & Spence, 2021). Buying locally grown fresh produce supports environment because of short distance and less carbon emission (Ferguson & Thompson, 2020). According to the USDA National Agricultural Library (2021), local food is the “direct or intermediated marketing of food to consumers that is produced and distributed in a limited geographic area.”. It states that a product is considered a “locally or regionally produced agricultural food product” if it is transported less than 400 miles from its origin, or within the state in which it was produced (Harris et al, 2008)
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