What Influences Consumer Choice of Fresh Produce Purchase Location?

There is evidence that consumers are increasingly purchasing food directly from local producers, but little is understood about which market-specific, intrinsic, extrinsic, and demographic attributes influence the probability of preferring to purchase fresh produce through direct-market channels. A multinomial logit model is used to analyze a national dataset of fresh produce consumers with a focus on exploring differences among those that prefer to purchase direct always, occasionally (seasonally and as a secondary source), and never. Results suggest that to increase patronage and loyalty of current customers, producers may emphasize the availability of fresh, superior, vitamin-rich, and locally-grown produce at market locations through booth displays, ads in magazines, radio spots, and electronic newsletters. To attract new customers who do not currently admit a preference for purchasing direct, producers may find greater success by locating in convenient-to-reach venues, showcasing a variety of colorful offerings, and working to enhance the overall aesthetic appeal of market locations.

Issue Date:
Publication Type:
Journal Article
DOI and Other Identifiers:
Record Identifier:
PURL Identifier:
Published in:
Journal of Agricultural and Applied Economics, 41, 1
Page range:
Total Pages:
JEL Codes:
C35; C42; Q13

 Record created 2017-04-01, last modified 2019-08-26

Download fulltext

Rate this document:

Rate this document:
(Not yet reviewed)