Who shops at local farmers' markets? Committed loyals, experiencers and produce-orientated consumers

Abstract

Lifestyle segmentation, used to explore consumer attitudes, interests, opinions and values, is applied to a local farmers' market (the Otago farmers' market, in New Zealand) in order to build a profile of consumer motivations and behavioural drivers beyond simple demographic data. Prior research indicates a growing need for studies that seek to understand the intangible aspects of food selection and consumption. Farmers' market consumers are often treated as a homogenous group, with purchase and consumption decision making assumed to rest with tangible aspects of produce on offer, such as its organic nature or lower cost. The overall experience of the consumer within the food purchase environment is often overlooked. The current study finds that three distinctly different consumer segments exist within the farmers' market context, with those concerned with the tangible aspects of produce being the smallest group of consumers. Two consumer segments driven by differing experience-related motivations give the greatest insight into consumer behaviour in a farmers' market context, with committed, loyal consumers being concerned with relationships with sellers and producers, and experience orientated consumers motivated by the opportunity to interact with other farmers' market attendees.