Consumer behavior with respect to purchase regularity, satisfaction, origin, and willingness to pay for selected local versus non-Tennessee grown fresh produce is examined. Except for origin, consumer behavior with respect to the above is affected by income, of respondent, college education, and occupation. The pattern of significant variables changed by commodity. Tomatoes, followed by peaches, had the greatest local market potential. Local promotion of other products may be more difficult. Results suggested consumers have no strong preferences for or against locally grown fresh produce. The prices of locally grown commodities in Knoxville should be less than or equal to those of comparable quality non-Tennessee commodities.


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