Consumer Information-Seeking Preferences at a University Farmers' Market

The objective of this study was to better understand consumer preferences for food-related information and communication methods in the context of a university farmers' market. Students, staff, and faculty who shop at the university farmers' market provided data via an online survey tool. The findings showed that consumers desired access to a broad range of information related to food quality, environmental and social impacts, and animal welfare. Consumers expressed a preference for learning about their food through product labels, a Website, informational signs and photos, and conversations with the vendor. Such information could be important to increasing consumer efficacy in making food choices they deem to be healthy and contributing to a more sustainable food system.