1. Understanding consumer belief of locavorism on food fonsumption at farmers’ markets: implications for extension professionals
- Collection:
- Agricultural Communications Documentation Center (ACDC)
- Contributers:
- Lee, Youngdeok (author), Sneed, Christopher (author), and Childs, Michelle L. (author)
- Format:
- Journal article
- Publication Date:
- 2024-01-01
- Published:
- USA: Clemson University Press
- Location:
- Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 208 Document Number: D13297
- Journal Title:
- The Journal of Extension
- Journal Title Details:
- 62(1): Article 1
- Notes:
- 6 pages, 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.