BEHAVIORS, MOTIVATORS, AND BARRIERS OF SHOPPERS AND NONSHOPPERS AT LOCAL FARMERS MARKETS IN COSTA RICA
DOI:
https://doi.org/10.12957/demetra.2019.38990Keywords:
Farmers markets. Produce. Purchasing behaviors. Fruit. Vegetables.Abstract
Objectives: To examine purchasing behaviors and perceptions related to farmers markets’ use in a sample of farmers market consumers and non-consumers. Methods: Cross-sectional, with the use of a structured survey instrument to assess participants living within one kilometer of a farmers market (n=240). Quantitative analysis included descriptive statistics, as well as bivariate analysis to compare consumers and non-consumers. Open-ended questions were analyzed using thematic coding. Results: 56% were farmers market consumers, and mostly female adults. Consumers had similar incomes but lower education than non-consumers. Among consumers, price, freshness, and proximity were the main perceived benefits. Among non-consumers, hours of operation, lack of time, and high prices were main barriers not to attend the farmers market. Conclusions: Our findings provide farmers market managers and vendors information on potential improvements. In addition, promotion messages can be tailored to highlight benefits and ways to overcome barriers for attending farmers markets, leading to more effective marketing strategies to promote their use.
DOI: 10.12957/demetra.2019.38990
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