Abstract

This study uses data from 172 consumers who participated in mail survey distributed in 2020 to within the Southcentral Kentucky region. The purpose was to analyze consumer habits of attending farmers markets focusing on characteristics of those who do not attend and analyze their likelihood to participate in the Community Supported Agriculture (CSA) program. We used both Multinomial and Ordered Logit models to analyze data. Results indicate that respective relative probabilities for “never attend”, “attend occasionally”, and “attend frequently” are 55%, 29%, and 16%, respectively. Male consumers, rural residents, primary shoppers, and those with a 2-year associate degree are less likely to attend farmers markets. This study finds that educated consumers and those who were satisfied with previous market experiences are more likely to attend a market frequently. Another finding is that consumers with interests in using an App to purchase fresh produce are more likely to attend farmers markets and participate in CSA programs. We further found that consumers are less likely to join a CSA program if they live in a rural area. This study contributes to the understanding of characteristics of consumers who do not use direct-to-consumer market outlets, particular farmers’ markets, and CSA programs. It informs policy makers who seek to promote these two market outlets. This study is also useful to managers of farmers markets and CSA programs when making marketing decisions.

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