This paper identifies and empirically evaluates factors that explain the variations in consumers’ attitudes toward shopping at farmers markets in general and public markets in particular. The analysis draws on data from a telephone survey conducted in Jefferson County, Alabama. Logit model results point to several factors that seem to be strongly correlated with consumer purchasing behaviors and attitudes toward shopping at public markets, including income, education, age of household head, household size, and price and quality of produce. The insights gained from the study should help farmers increase the profitability of their operations and improve the likelihood that they will continue farming.