Participation Type

Paper

Session Title

Session 5.12 Social Sciences

Presentation #1 Title

Do Farmers Markets Change Consumer Behavior? Evidence from the Southern Appalachians

Presentation #1 Abstract or Summary

This paper demonstrates how farmers markets can influence consumer food purchasing behavior. Previous research indicates that consumers are attracted to farmers markets by the fresh, local produce that they offer as well as the opportunity to connect with the farmers who produce the food. Public health advocates have often speculated that regularly shopping at farmers markets could lead to changes in food consumption patterns but until now, few studies have examined the mechanisms by which this change may occur. In this paper, we present evidence from a 2012 study of six (four urban, two non-urban) tailgate markets in the greater Asheville area. Our study used surveys, interviews and observations to investigate the interactions that people have at markets in order to better understand the relationships between interactions and consumer purchase behavior. Most farmers market shoppers in our survey sample indicate that they have changed their purchasing behavior; our observations of market interactions and interviews indicate the mechanisms by which these changes may occur. We explore the implications of these results for farmers, market shoppers, and public health practitioners alike.

At-A-Glance Bio- Presenter #1

Dr. Leah Greden Mathews is Interdisciplinary Distinguished Professor of the Mountain South and Professor of Economics at UNC Asheville.

At-A-Glance Bio- Presenter #2

Rachel Carson is a senior Health and Wellness major at UNC Asheville.

At-A-Glance Bio- Presenter #3

Rebecca Baylor is a junior Sociology major at UNC Asheville.

At-A-Glance Bio- Presenter #4

Zoe Hamel is a senior Economics and Math major at UNC Asheville.

This document is currently not available here.

Share

COinS
 
Mar 29th, 8:30 AM Mar 29th, 9:45 AM

Do Farmers Markets Change Consumer Behavior? Evidence from the Southern Appalachians

Corbly Hall 464

This paper demonstrates how farmers markets can influence consumer food purchasing behavior. Previous research indicates that consumers are attracted to farmers markets by the fresh, local produce that they offer as well as the opportunity to connect with the farmers who produce the food. Public health advocates have often speculated that regularly shopping at farmers markets could lead to changes in food consumption patterns but until now, few studies have examined the mechanisms by which this change may occur. In this paper, we present evidence from a 2012 study of six (four urban, two non-urban) tailgate markets in the greater Asheville area. Our study used surveys, interviews and observations to investigate the interactions that people have at markets in order to better understand the relationships between interactions and consumer purchase behavior. Most farmers market shoppers in our survey sample indicate that they have changed their purchasing behavior; our observations of market interactions and interviews indicate the mechanisms by which these changes may occur. We explore the implications of these results for farmers, market shoppers, and public health practitioners alike.