Examining the Influence of Price and Accessibility on Willingness to Shop at Farmers’ Markets Among Low-income Eastern North Carolina Women.

Auteur(s) :
Mcguirt JT., Ward RK., Crawford TW., Keyserling TC., Ammerman AS., Jilcott Pitts SB.
Date :
Nov, 2013
Source(s) :
Journal of nutrition education and behavior., J Nutr Educ Behav.. # p
Adresse :
Department of Nutrition, University of North Carolina at Chapel Hill, Chapel Hill, NC. Electronic address: [email protected].

Sommaire de l'article
Imprimer

OBJECTIVE
To examine the influence of farmers' market pricing and accessibility on willingness to shop at farmers' markets, among low-income women.

DESIGN
Qualitative interviews using scenarios with quantitative assessment of willingness to shop at farmers' markets given certain pricing and accessibility scenarios.

SETTING
Eastern North Carolina.

PARTICIPANTS
A total of 37 low-income women of childbearing age (18-44 years) receiving family planning services at the health department.

PHENOMENON OF INTEREST
Willingness to shop at a farmers' market.

ANALYSIS
Fisher's exact test was used to examine associations between willingness to shop at farmers' markets by urban/rural residence, race, and employment status. Direct quotations relevant to participants' use of farmers' markets were extracted based on a positive deviance framework.

RESULTS
Participants were increasingly willing to shop at the farmers' market when price savings increased and when the market was incrementally closer to their residence. Willingness was highest when there was at least a 20% price savings. Participants seemed to be influenced more by a visual representation of a greater quantity of produce received with the price savings rather than a quantitative representation of the money saved by the reduced price.

CONCLUSIONS
Future farmers' market interventions should take into account these consumer level preferences.

Source : Pubmed
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