Farmers Marketing Attitudes

Author : Joseph Robert Vaillancourt
Publisher :
ISBN 13 :
Total Pages : 96 pages
Book Rating : 4.:/5 (82 download)

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Download or read book University Students' Attitudes and Behavior Regarding Farmers' Markets written by Joseph Robert Vaillancourt and published by . This book was released on 2012 with total page 96 pages. Available in PDF, EPUB and Kindle. Book excerpt: Abstract: While the majority of Americans are three generations removed from agricultural production, there has been a renewed interest in local foods in the U.S. Farmers' markets, a commonplace where producers and growers gather on a recurring basis to sell fruits, vegetables, and other produce, have tripled domestically since the mid-1990s. Not only do farmers' markets provide fresh, locally grown produce, but they also provide a medium by which now-distant consumers can reconnect with the agricultural community. One population that has growing interest in these markets is college-aged individuals. This study is unique in that it explores the attitudes and behaviors regarding farmers' markets that one sector of the college-aged population has. The theory of planned behavior was used as framework for this study, which utilized a researcher-administered questionnaire to students at The Ohio State University's Columbus campus. Questions addressed university students' attitudes, behaviors, subjective norm behaviors, respondent background, and how respondents heard about markets. The survey, adopted from a 2004 Norwegian study, was administered to 174 students. Respondents reported positive attitudes toward farmers' markets. The majority of the respondents had been to a farmers' market at least once in their life, and the majority of respondents also plan to purchase from farmers' markets after college. Respondents from rural and non-rural areas reported similar attitudes and behaviors regarding markets; however, rural respondents were more likely to purchase foods straight from a farm or roadside stands. While friends' behaviors regarding farmers' markets and organic produce did not appear to have an impact on respondent behavior, respondents whose family purchased organic produce and attended farmers' markets were more likely to behave similarly. In accordance with several other studies, this population heard about farmers' markets primarily through word-of-mouth. Recommendations for further research include exploring attitudes and behaviors of students at other universities in other states, different populations such as families, and qualitative research performed right at farmers' markets. It was recommended that farmers' market managers and communications directors position themselves to communicate with university students through word-of-mouth and social media, as this population has shown positive attitudes and a high level of awareness of farmers' market.