期刊
INTERNATIONAL JOURNAL OF CONSUMER STUDIES
卷 33, 期 3, 页码 250-257出版社
WILEY-BLACKWELL
DOI: 10.1111/j.1470-6431.2009.00771.x
关键词
Consumers; local food; farmers' markets; probit analysis
类别
The growth in farmers' markets in the US has raised questions about whether they are a niche market or appeal to a broader population. Using a simple, random sample of US food shoppers, this study uses a test of means to examine whether there are differences in characteristics between those who shop at farmers' markets and those who do not. A key finding was that there was no significant difference in the level of food expenditures between shoppers and non-shoppers. In addition, a probit model was used to examine the marginal effects of attitudinal, behavioural and demographic variables on the probability of shopping at a farmers' market. The probability was significantly increased by the following: enjoyment and frequency of cooking, being female and the presence of another adult in the household. Income did not significantly influence the probability of shopping at a farmers' market. However, the probability of shopping at a farmers' market was significantly reduced if respondents perceived that cost was the most important characteristic of food. These characteristics imply limited appeal of farmers' markets currently to convenience-oriented, single-person, and single-parent households.
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