Characterizing Farmers' Market Shoppers: A Literature Review

The number of farmers' markets in the United States continues to grow, suggesting an increasing interest in community food systems. Yet, little conclusive research has been conducted to characterize farmers' market customers. The purpose of this literature review is to more definitively examine the current farmers' market consumer base established in published research studies. We explore demographic factors as well as motivations and barriers for farmers' markets shoppers. Based on current research, it is clear that an assortment of complex and interrelated factors influence an individual's choice to shop at farmers' markets and that a more consistent data gathering method is needed.