2005 Student Research Conference:
18th Annual Student Research Conference


The Demographics and Attitudes of Shoppers at Missouri and Wisconsin Farmers Markets
Patience M. Rhodes
Dr. Michael Seipel, Faculty Mentor

Farmers markets have become increasingly popular across the nation. As the American population becomes more diverse, the demand for different produce increases, thus offering farmers the chance to capitalize on these profitable opportunities. This project utilized a survey of 200 individuals to compare demographic characteristics and purchasing decision factors of shoppers at four urban farmers markets in neighborhoods with different socio-economic makeup. A major finding was that the shoppers differed demographically and socio-economically from residents of the neighborhoods surrounding the markets. Specifically, females and non-Hispanic Whites from higher-income households were over represented among market shoppers as compared to surrounding residents. Market shoppers also tended to be older and have higher educational attainment than occupants of surrounding residential areas. The study found that shoppers with higher incomes and higher educational attainment gave greater weight to non-price factors in selecting a farmers market at which to shop and in selecting produce.

Keywords: farmers markets, local food, consumer attitudes, demographics, purchasing factors, socio-economics

Topic(s):Agricultural Science

Presentation Type: Oral Paper

Session: 23-4
Location: VH 1010
Time: 10:30

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