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Consumer Purchasing Behaviors and Attitudes toward Shopping at Public Markets

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  • Bukenya, James O.
  • Mukiibi, Michael L.
  • Molnar, Joseph J.
  • Siaway, Arthur T.

Abstract

This paper identifies and empirically evaluates factors that explain the variations in consumers’ attitudes toward shopping at farmers markets in general and public markets in particular. The analysis draws on data from a telephone survey conducted in Jefferson County, Alabama. Logit model results point to several factors that seem to be strongly correlated with consumer purchasing behaviors and attitudes toward shopping at public markets, including income, education, age of household head, household size, and price and quality of produce. The insights gained from the study should help farmers increase the profitability of their operations and improve the likelihood that they will continue farming.

Suggested Citation

  • Bukenya, James O. & Mukiibi, Michael L. & Molnar, Joseph J. & Siaway, Arthur T., 2007. "Consumer Purchasing Behaviors and Attitudes toward Shopping at Public Markets," Journal of Food Distribution Research, Food Distribution Research Society, vol. 38(2), pages 1-10, July.
    • Handle: RePEc:ags:jlofdr:43493
    DOI: 10.22004/ag.econ.43493
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    References listed on IDEAS

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    1. Connell, Cathleen M. & Beierlein, James G. & Vroomen, Harry L., 1986. "Consumer Preferences and Attitudes Regarding Fruit and Vegetable Purchases from Direct Market Outlets," AE & RS Research Reports 257695, Pennsylvania State University, Department of Agricultural Economics and Rural Sociology.
    2. Govindasamy, Ramu & Zurbriggen, Marta & Italia, John & Adelaja, Adesoji O. & Nitzsche, Peter & VanVranken, Richard, 1998. "Farmers Markets: Consumer Trends, Preferences, and Characteristics," P Series 36722, Rutgers University, Department of Agricultural, Food and Resource Economics.
    3. Payne, Tim, 2002. "U.S. Farmers' Markets 2000: A Study Of Emerging Trends," Journal of Food Distribution Research, Food Distribution Research Society, vol. 33(1), pages 1-3, March.
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    Cited by:

    1. Anderson, Langston & Hargrove, Tasha M. & Zabawa, Robert & Zekeri, Andrew A., 2017. "Assessing Marketing Alternatives for Small Farmers in Selected Alabama Black Belt Counties," Professional Agricultural Workers Journal (PAWJ), Professional Agricultural Workers Conference, vol. 4(2), June.
    2. Nancy Kurland & Linda Aleci, 2015. "From civic institution to community place: the meaning of the public market in modern America," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 32(3), pages 505-521, September.
    3. Francesco Bimbo & Rosaria Viscecchia & Gianluca Nardone, 2013. "L?effetto della "filiera corta" sul livello di obesit? in Italia," Economia agro-alimentare, FrancoAngeli Editore, vol. 15(2), pages 97-110.
    4. 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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