Purpose The main objective of this study is to understand the factors behind the shift in consumer behaviour in Moldova. In this country, buying food directly from farmers in farmers’ markets is declining in favour of supermarkets and online purchases. This trend is particularly noticeable amongst the younger generation. Supporting small producers and local farmers requires an understanding of consumers’ drivers, attitudes and changing intentions. Design/methodology/approach The study used a structured quantitative face-to-face survey with 150 consumers in Chisinau in 2023. The theory of planned behaviour (TPB) framework assessed the factors influencing purchase intentions at farmers’ markets. Data were analysed using the partial least squares structural equation model to estimate purchase intentions. Findings The results indicate that attitudes, subjective norms and perceived behavioural control statistically influence the intention to buy from farmers’ markets. The average customer in these markets is a middle-aged, educated individual with at least a bachelor’s degree and a low to medium household income. Key determinants for choosing farmers markets include support from friends and family, trust in the vendors and personal preferences. Originality/value This study is unique in its application of the TPB to assess consumer intentions in the context of farmers’ markets in Moldova. It provides valuable insights into consumer behaviour and highlights the need for educational campaigns and greater awareness amongst farmers about the importance of product labelling. These measures are essential for increasing market penetration and retaining consumers.
Bavorová et al. (Thu,) studied this question.