The Use of Electronic Payment Machines at Farmers Markets: Results from a Choice Experiment Study

The use of electronic payment machines offer vendors an alternative payment method which can increase farmers markets’ sales and customer base. In this study, we elicited the value that managers and vendors assign to different machines’ features. Also we estimated customers’ values on different markets’ features, including access to electronic payment machines. Managers were willing to pay for user-friendly machines, excellent customer service, and excellent quality machine technology. Customers were also willing to pay for excellent quality food, for vendors that are local farmers, and for an entertaining atmosphere. We found no evidence of customers willing to pay premium prices for having access to electronic payment machines at farmers markets. Findings from this study should be useful to those designing ways to implement electronic payment machines at farmers markets in order to increase adoption rates.

Issue Date:
Feb 01 2015
Publication Type:
Journal Article
DOI and Other Identifiers:
ISSN #: 1559-2448 (Other)
Record Identifier:
PURL Identifier:
Published in:
International Food and Agribusiness Management Review, 18, 1
Page range:
Total Pages:
JEL Codes:
Q13 Q19
The IFAMR is published quarterly by the International Food and Agribusiness Management Association (IFAMA).
Series Statement:
Volume 18
Issue 1

 Record created 2017-04-01, last modified 2018-11-28

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