Farmers’ market governance and its role on consumer motives and outcomes: Fid-Bau Portal

Farmers’ market governance and its role on consumer motives and outcomes

Betz, Megan Elizabeth / Farmer, James Robert

Local food systems and farmers' markets across the USA have experienced unprecedented growth and development in the past 20 years. While scholarship has examined participant demographics and motives for engaging in farmers' markets, few studies have considered the coupled nature of those attending the markets with institutional governance systems used for market coordination. This study examined participation in farmers' markets under the framework of high and low market governance systems, specifically considering the demographics, values for local foods, motives for attending farmers' markets, and outcomes of the experience based on the dichotomous governance classification. Governance was characterized using four attributes: market rules or policies, paid employee(s), a rule governing geography of food origin, and affiliation with an organisation or agency. Our results suggest that market governance may impact (1) which consumers attend the market, (2) motives among those who attend the market, and (3) satisfaction outcome levels among market participants. By better understanding how the emerging governance system impacts who ultimately attends the market (and the outcomes of the experience), agencies coordinating farmers' markets and market managers can ultimately improve the market's reach and experience with greater intentionality.