This study examines factors affecting users of farmer-to-consumer direct markets. Data for the study were generated by telephone survey administered to 400 random sample consumers in Alabama. The sample was stratified to ensure adequate representation of both metro and non-metropolitan areas. A binary logit model was employed to analyze the data. Results revealed that education was the most significant variable with regard to shopping at farmer-to-consumer direct markets. Although income by itself was not significant, families with children were more likely to shop at a farmer-to-consumer direct market as their income increases.