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What Influences Consumer Choice of Fresh Produce Purchase Location?

Published online by Cambridge University Press:  26 January 2015

Jennifer Keeling Bond ,
Dawn Thilmany  and
Craig Bond
Jennifer Keeling Bond
Affiliation:
Department of Agricultural and Resource Economics, Colorado State University, Fort Collins, CO
Dawn Thilmany
Affiliation:
Department of Agricultural and Resource Economics, Colorado State University, Fort Collins, CO
Craig Bond
Affiliation:
Department of Agricultural and Resource Economics, Colorado State University, Fort Collins, CO
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Abstract

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.

Keywords

C35C42Q13
Type
Research Article
Information
Journal of Agricultural and Applied Economics , Volume 41 , Issue 1 , April 2009 , pp. 61 - 74
Copyright
Copyright © Southern Agricultural Economics Association 2009

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