“Where everybody knows your name”: How regulars at farmers' markets differ from less-frequent shoppers
A survey of consumers at three farmers' markets (FMs) was done near Vancouver, British Columbia. The markets span urban and suburb locales, and the survey's 234 respondents were asked questions about shopping behavior, attitudes toward FMs, and demographic information. The focus of the ana...
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2023-02-01
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| Series: | Frontiers in Sustainable Food Systems |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/articles/10.3389/fsufs.2023.970335/full |
| _version_ | 1811168275003867136 |
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| author | Tracy Stobbe |
| author_facet | Tracy Stobbe |
| author_sort | Tracy Stobbe |
| collection | DOAJ |
| description | A survey of consumers at three farmers' markets (FMs) was done near Vancouver, British Columbia. The markets span urban and suburb locales, and the survey's 234 respondents were asked questions about shopping behavior, attitudes toward FMs, and demographic information. The focus of the analysis is on the differences between regulars and non-regulars to the market, where a regular is considered a shopper who shops weekly or bi-weekly. The results show that regulars spend more ($46.36 vs. 33.19 for non-regulars), are much more likely to expect higher prices compared to grocery stores than non-regulars, and buy more products (4.15 vs. 3.1). Regulars also value attributes of FMs differently: they value variety, organic products, and being locally-grown more highly. Organic purchasing behavior is also significantly different with regulars much more likely to say they “always” or “usually” buy organic products. As this is the first study to explicitly analyze regulars at FMs, suggested research directions and methods are offered to help guide future research. |
| first_indexed | 2024-04-10T16:23:23Z |
| format | Article |
| id | doaj.art-409ea506a21f4dc28f998bbf37089b3d |
| institution | Directory Open Access Journal |
| issn | 2571-581X |
| language | English |
| last_indexed | 2024-04-10T16:23:23Z |
| publishDate | 2023-02-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Sustainable Food Systems |
| spelling | doaj.art-409ea506a21f4dc28f998bbf37089b3d2023-02-09T08:43:29ZengFrontiers Media S.A.Frontiers in Sustainable Food Systems2571-581X2023-02-01710.3389/fsufs.2023.970335970335“Where everybody knows your name”: How regulars at farmers' markets differ from less-frequent shoppersTracy StobbeA survey of consumers at three farmers' markets (FMs) was done near Vancouver, British Columbia. The markets span urban and suburb locales, and the survey's 234 respondents were asked questions about shopping behavior, attitudes toward FMs, and demographic information. The focus of the analysis is on the differences between regulars and non-regulars to the market, where a regular is considered a shopper who shops weekly or bi-weekly. The results show that regulars spend more ($46.36 vs. 33.19 for non-regulars), are much more likely to expect higher prices compared to grocery stores than non-regulars, and buy more products (4.15 vs. 3.1). Regulars also value attributes of FMs differently: they value variety, organic products, and being locally-grown more highly. Organic purchasing behavior is also significantly different with regulars much more likely to say they “always” or “usually” buy organic products. As this is the first study to explicitly analyze regulars at FMs, suggested research directions and methods are offered to help guide future research.https://www.frontiersin.org/articles/10.3389/fsufs.2023.970335/fullagricultural economicsfarmers' marketsregular shoppersconsumer preferenceslocal foodsustainability |
| spellingShingle | Tracy Stobbe “Where everybody knows your name”: How regulars at farmers' markets differ from less-frequent shoppers Frontiers in Sustainable Food Systems agricultural economics farmers' markets regular shoppers consumer preferences local food sustainability |
| title | “Where everybody knows your name”: How regulars at farmers' markets differ from less-frequent shoppers |
| title_full | “Where everybody knows your name”: How regulars at farmers' markets differ from less-frequent shoppers |
| title_fullStr | “Where everybody knows your name”: How regulars at farmers' markets differ from less-frequent shoppers |
| title_full_unstemmed | “Where everybody knows your name”: How regulars at farmers' markets differ from less-frequent shoppers |
| title_short | “Where everybody knows your name”: How regulars at farmers' markets differ from less-frequent shoppers |
| title_sort | where everybody knows your name how regulars at farmers markets differ from less frequent shoppers |
| topic | agricultural economics farmers' markets regular shoppers consumer preferences local food sustainability |
| url | https://www.frontiersin.org/articles/10.3389/fsufs.2023.970335/full |
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