This study analyses how attending farmers markets may affect consumers’ willingness to change food habits toward high-quality products. A discrete choice model was applied using data collected through an extensive field survey in 2009, which involved 400 consumers in 12 different farmers’ markets in Italy. Changing consumption habits was examined taking into account attendees' personal profile, motivations, the main features of the farmers' markets, as well as the local social context. Attendees reported an increased consumption of organic products, and fresh vegetables. Motivation seems to play an important role as a driver of change. Results also indicate that consumers sensitive to environmental issues related to their consumption choices, are more likely to change food habits in favor of high-quality foods as well as consumers who are looking for fresh products. Based on these findings, possible interventions are explored to further develop farmers' markets and promote high-quality consumption.