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The Use of Electronic Payment Machines at Farmers Markets: Results from a Choice Experiment Study

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  • Gallardo, R. Karina
  • Olanie, Aaron
  • Ordóñez, Rita
  • Ostrom, Ostrom

Abstract

The use of electronic payment machines offer vendors an alternative payment method which can increase farmers markets’ sales and customer base. In this study, we elicited the value that managers and vendors assign to different machines’ features. Also we estimated customers’ values on different markets’ features, including access to electronic payment machines. Managers were willing to pay for user-friendly machines, excellent customer service, and excellent quality machine technology. Customers were also willing to pay for excellent quality food, for vendors that are local farmers, and for an entertaining atmosphere. We found no evidence of customers willing to pay premium prices for having access to electronic payment machines at farmers markets. Findings from this study should be useful to those designing ways to implement electronic payment machines at farmers markets in order to increase adoption rates.

Suggested Citation

  • Gallardo, R. Karina & Olanie, Aaron & Ordóñez, Rita & Ostrom, Ostrom, 2015. "The Use of Electronic Payment Machines at Farmers Markets: Results from a Choice Experiment Study," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 18(1), pages 1-26, February.
    • Handle: RePEc:ags:ifaamr:197773
    DOI: 10.22004/ag.econ.197773
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    Cited by:

    1. Elisa Giampietri & Dieter B. A. Koemle & Xiaohua Yu & Adele Finco, 2016. "Consumers’ Sense of Farmers’ Markets: Tasting Sustainability or Just Purchasing Food?," Sustainability, MDPI, vol. 8(11), pages 1-14, November.
    2. Pilar, Ladislav & Balcarova, Tereza & Rojik, Stanislav & Ticha, Ivana & Polakova, Jana, 2018. "Customer experience with farmers’ markets: what hashtags can reveal," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 21(6), July.
    3. Stobbe, Tracy, 2016. "Making Sense of the Dollars Spent at Farmers’ Markets," Journal of Food Distribution Research, Food Distribution Research Society, vol. 47(2), pages 1-24, July.

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