@article{Conner:139040,
      recid = {139040},
      author = {Conner, David S. and Smalley, Susan B. and Colasanti,  Kathryn J.A. and Ross, R. Brent},
      title = {Increasing Farmers Market Patronage: A Michigan Survey},
      journal = {Journal of Food Distribution Research},
      address = {2010-07},
      number = {856-2016-58073},
      pages = {10},
      year = {2010},
      abstract = {Farmers markets can play an important role in enhancing  farm profitability, particularly those farms choosing to  differentiate
their products by appealing to consumer  preferences for “locally grown” food or gain a larger share  of the
food dollar by marketing directly to consumers  rather than through wholesale markets. This paper reports  results of a
random state-wide telephone survey in Michigan  which measured attitudes and behaviors surrounding farmers  markets
in order to better understand drivers of  participation and expenditure.
Questions were informed in  part by a series of focus groups conducted throughout the  state. Survey results find that
about 60 percent of  respondents report that they have attended a farmers market  in the past year, spending on average
$81 in their most  recent visit. Comparisons of these figures to prior studies  suggest a high degree of social desirability
bias among  respondents. Those placing high importance on food quality  and support of local farmers tended to have a
higher  probability of participation and predicted expenditure.  Major constraints to farmers market attendance  include
perceived lack of convenience and the lack of  perceived welcoming atmosphere, especially among Latino  respondents.
Discussion centers around strategies market  managers may take in the face of tradeoffs between possible  confl icting
desires for local food and convenience. We  conclude with limitations, including a discussion of social  desirability bias
and future directions of research.},
      url = {http://ageconsearch.umn.edu/record/139040},
      doi = {https://doi.org/10.22004/ag.econ.139040},
}