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April 5, 2026Journal of Public Health in the Deep South

Farmers Markets and Produce Purchasing Behaviors Among University Faculty and Staff

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Authors

KGKritika GuptaLLLaurel LambertJJJangwoo Jo

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Overview

Identifies produce purchasing profiles among university faculty and staff, suggesting ways to improve buying behaviors.

Key Points

  • The research aims to explore the relationship between produce purchasing criteria and frequency among university faculty and staff.
  • Administered a 29-item online survey to 175 faculty and staff at a southern US university.
  • Identified three distinct profiles of produce purchasing criteria using k-means clustering.
  • Conducted statistical analyses including ANOVA and chi-square tests.
  • Health/label conscious individuals prioritized freshness and locality, showing higher produce purchasing frequency.
  • Utilitarian consumers focused on cost and convenience, correlating with lower purchasing frequency.
  • Significant relationships found between produce purchasing profiles, purchasing frequency, and farmers market usage.

Cite This Study

Gupta et al. (2026) studied this question.

synapsesocial.com/papers/69d1fe07a79560c99a0a4850https://doi.org/10.55533/2996-6833.1122
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