This study proposes that market attributes and consumer attitudes drive the decision to choose the main marketplace to purchase fresh fruits, defined as the first step in the consumer purchasing behavior. From a survey of 1,658 Americans, we categorized respondents as those purchasing most fresh fruits at chain stores (66%), club/warehouse stores (5%), independent grocery stores (18%), and DTC markets (11%). Results from a multinomial logit regression showed fresh fruit prices was the main attribute of purchasing at chain stores, and a major barrier for independent stores. Atmosphere and access to local fruits was the main attribute for farmers markets.