Volume
62
Issue
3
Abstract
Using an intercept method at two local farmers’ markets (n= 192), this study found the notion that local foods taste better and are more nutritious (i.e., lionization) and the notion that buying locally supports and contributes to the local economy and community (i.e., communization), positively influences consumers’ attitude towards shopping at their local farmers’ market. This positive attitude subsequently influences consumer purchase behavior. Extension professionals can utilize these data-driven results to aid in effective farmers’ market promotion by communicating micro-benefits (e.g., nutrition, taste) and macro-benefits (e.g., economic impact) to potential and current farmers’ market consumers.
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 4.0 License.
Recommended Citation
Lee, Y., Sneed, C., & Childs, M. L. (2024). Understanding Consumer Belief of Locavorism on Food Consumption at Farmers’ Markets: Implications for Extension Professionals. The Journal of Extension, 62(3), Article 1. https://open.clemson.edu/joe/vol62/iss3/1
