Abstract
Many consumers are motivated to attend Farmers’ Markets (FMs) because of the opportunity to purchase fresh and local products. The subsequent interactions at FMs provide an important pathway for the direct exchange of information. While previous research suggests that people value local food and the FM shopping experience and that purchasing directly from producers can lead to transformative learning, little is known about exactly how the shopping experience at FMs can influence consumer purchasing behavior. This study examines the extent of and mechanism for such “influencing.” Using data from surveys, observations, and interviews gathered at six FMs, we analyze the interactions between consumers and vendors, including the motivations and values of both parties. We explore the question, “How do farmers’ markets facilitate change in consumer purchasing behavior?” We propose that the dynamic of change in consumer purchasing behavior at FMs takes root in the exchange of information between consumers and vendors during interactions. Our results suggest that there are three specific characteristics shared by FM consumers and vendors that lead to these meaningful interactions at FMs: symmetry of motivations to attend FMs, shared values, and mutual dependence on interactions. Then, when a consumer learns new information from a FM vendor during an interaction, the consumer is more likely to make a change in their immediate purchase. Information about the products for sale and the modes of production of those items can especially impact consumers’ immediate purchases at FMs. We found that FM interactions can also impact long-term purchasing behavior, such as purchasing more organic or locally produced foods. Our results suggest that FM interactions may have significant implications for consumer health, local economies, and the environment.
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Notes
A report containing the full set of results is available upon request.
Interviewees were assigned pseudonyms in order to maintain their anonymity.
Other topics in the question included: nothing in particular, seasonality, production methods, preparation/cooking/recipes, freshness, samples, price, weather, nutrition, and general farm information. Survey respondents rated each topic on a 7 point Likert scale to indicate how likely they were to discuss the topic with a vendor.
During the observations conducted for the study, researchers noted familiarity in an interaction if names were used in the greeting, if one party asked about the other’s family, or if the conversation included a question about a past purchase or event.
The time spent before making a final decision was calculated by researchers as the time from the moment that a consumer approached the stand to when this consumer clearly showed or verbalized an ultimate decision about a purchase.
In our observations at vendor stands, we determined that a consumer’s purchase was affected by a vendor if we observed either (1) a conversation between a consumer and a vendor that clearly persuaded the consumer to make a particular purchase or (2) a consumer who waited to make a final decision until after speaking to the vendor.
When noting the type of interaction that occurred, researchers used their judgment to decide whether the interaction was perfunctory, informational, or social. Perfunctory interactions included an exchange of greetings or a brief discussion about the weather. Informational interactions were characterized by discussions based around the items for sale, including information on production methods, price, and preparation suggestions. Social interactions were normally characterized by discussions unrelated to the items for sale such as a conversation about a vacation, mutual friend, or community activity.
Other conversation topics observed between consumers and vendors include greetings, admiration of products on display, pricing of items, general socializing, children and family, decision making/preferences, and the exchange of money for products at the moment of purchase.
Abbreviations
- FM(s):
-
Farmers’ markets
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Acknowledgments
This research was supported by the Sarah and Joseph Breman Professorship of Social Relations at the University of North Carolina Asheville. We are indebted to Sara Russell, Matthew Waissen and Eric Gerber for their research assistance.
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Carson, R.A., Hamel, Z., Giarrocco, K. et al. Buying in: the influence of interactions at farmers’ markets. Agric Hum Values 33, 861–875 (2016). https://doi.org/10.1007/s10460-015-9675-y
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DOI: https://doi.org/10.1007/s10460-015-9675-y