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Consumer Choice and Farmers’ Markets

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Abstract

The increasing popularity of local food consumption can be attributed to the heightened awareness of food safety concerns, carbon emissions produced from food transportation, and an understanding of how large corporations’ obtain their food supplies. Although there is increasing discussion on both the local and organic food movement independently, there is not a wide availability of literature examining the motivations and perceptions of consumers with regard to farmers’ markets. Issues such as perceptions about what type of food consumers are purchasing at markets, nor the main motivations for frequenting such establishments are discussed. Therefore the purpose of this study was to determine consumer motivations, benefits, and perceptions of farmers’ markets. Using the case study location of Toronto, Canada, this study surveyed 300 participants during the fall of 2011. Findings indicated that the main purpose for visiting famers’ markets is not solely to fulfill grocery needs. Quality of products offered and the ability to support the local community were the primary motivators to visit the markets.

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Authors and Affiliations

  1. Ted Rogers School of Hospitality and Tourism Management, Ryerson University, 350 Victoria Street, Toronto, ON, M5B 2K3, Canada

    Rachel Dodds, Vichukan Arunsopha, Nicole Chin, Trang Le, Samantha Maung & Mimi Shum

  2. Faculty of Environmental Studies, York University, 4700 Keele Street, Toronto, ON, M3J 1P3, Canada

    Mark Holmes

Authors
  1. Rachel Dodds
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  2. Mark Holmes
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  3. Vichukan Arunsopha
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  4. Nicole Chin
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  5. Trang Le
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  6. Samantha Maung
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  7. Mimi Shum
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Correspondence to Rachel Dodds.

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Dodds, R., Holmes, M., Arunsopha, V. et al. Consumer Choice and Farmers’ Markets. J Agric Environ Ethics 27, 397–416 (2014). https://doi.org/10.1007/s10806-013-9469-4

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