Wolf, M.M., Spittler, A. and Ahern, J. (2005) A Profile of Farmers’ Market Consumers and the Perceived Advantages of Produce Sold at Farmers’ Markets. Journal of Food Distribution Research, 36, 192-201.

has been cited by the following article:

• TITLE: Consumer Ideology Determines Shopping Preferences at Farmers Markets in Two US Geographical Regions

  AUTHORS: Deanna Pucciarelli, Stacey Faith

  KEYWORDS: Consumer Choice, Farmers Market, Ideology, Geographic Region, Organic

  JOURNAL NAME: Food and Nutrition Sciences, Vol.5 No.19, October 17, 2014

  ABSTRACT: The purpose of this study was to identify if there were differences that existed in the behaviors, attitudes, awareness, and motivating factors that influenced people to shop at farmers’ markets and purchase USDA certified organic food in two geographic regions: Corvallis, Oregon and Muncie, Indiana. A survey was administered to consumers who shopped at the Minnetrista Farmers’ Market (MFM) and the Corvallis-Albany Farmers’ Market (CAFM) in the summer of 2012 to measure the shoppers’ purchasing perceptions. Specific areas of interest in this study included consumer values towards supporting local farmers and consuming USDA certified organic food. A comparison of responses between regions was analyzed. Results of the study provide insights on consumers’ purchasing attitudes and behaviors regarding USDA certified organic products, and why they chose to shop at Farmers’ Markets. Ideology was the strongest predictor for consumer purchasing behaviors. Understanding how regional differences affect food choice has implications for wellness programs and industry marketing materials.