We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Behaviors, motivators, and barriers of consumers and nonconsumers at local farmers markets in Costa Rica.
- Authors
Lorena Jensen, Melissa; Alvarado-Molina, Nadia; Zúñiga-Escobar, Marianela
- Abstract
Objectives: To examine purchasing behaviors and perceptions related to farmers markets' use in a sample of farmers market shoppers and non-shoppers. 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 shoppers and non-shoppers. Open-ended questions were analyzed using thematic coding. Results: 56% were farmers market shoppers, and mostly female adults. Shoppers had similar incomes but lower education than non-shoppers. Among shoppers, price, freshness, and proximity were the main perceived benefits. Among non-shoppers, 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.
- Subjects
COSTA Rica; CONSUMER behavior; FARMERS' markets; FARMERS; BIVARIATE analysis; POINT-of-sale advertising
- Publication
Demetra: Food, Nutrition & Health / Alimentação, Nutrição & Saúde, 2019, Vol 14, p1
- ISSN
2238-913X
- Publication type
Article
- DOI
10.12957/demetra.2019.38990