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Abstract

The principal goal of this research is to determine why university students, part of the Millennial Generation, choose to purchase produce from a farmers market. Students who cook multiple meals and use produce in these meals at their place of residence are more likely to shop at a farmers market. In addition, Millennial-aged students who value their produce being organic are also more likely to shop at a farmers market. Agriculture majors do not find availability of organic produce important when deciding whether they want to shop at a farmers market. Students living on campus value convenience when deciding if they are going to shop a farmers market, given their transportation issues.

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