Locally Grown Foods and Farmers Markets: Consumer Attitudes and Behaviors

TLDR

Farm viability is threatened by declining production acres and negative net income, yet locally grown foods and farmers markets can improve profitability and sustainability. The study proposes future research directions to strengthen the role of locally grown foods and farmers markets in sustaining food systems. A Michigan telephone survey revealed consumer perceptions and behaviors regarding local foods and farmers markets, suggesting that these practices can boost farm profitability.

Abstract

Farm viability poses a grave challenge to the sustainability of agriculture and food systems: the number of acres in production continues to decline as the majority of farms earn negative net income. Two related and often overlapping marketing strategies, (i) locally grown foods and (ii) distribution at farmers markets, can directly enhance food system sustainability by improving farm profitability and long-term viability, as well as contributing to an array of ancillary benefits. We present results of a representative Michigan telephone survey, which measured consumers’ perceptions and behaviors around local foods and farmers markets. We discuss the implications of our findings on greater farm profitability. We conclude with suggestions for future research to enhance the contributions of locally grown foods and farmers markets to overall food system sustainability.