Determinants of Farmer-to-Consumer Direct Market Visits by Type of Facility: A Logit Analysis

Abstract

This study identifies several socioeconomic and demographic characteristics of individuals who visited farmer-to-consumer direct markets in New Jersey. The analysis was performed for each type of direct marketing facility: pick-your-own farms, roadside stands, farmers’ markets, and direct farm markets. Logit analysis results indicate that various factors affect visitation to each type of facility. Factors examined include consumer's consumption and variety of fruits and vegetables, price expectation, purpose of buying, age, sex, education, race, income, urbanization, and presence of home garden.