Predicting Consumer Willingness-to-Purchase Value-Added Products at Direct Agricultural Markets

Consumers who have 3 or more children 18 years of age or younger were found to be less likely to purchase value-added products at farmers' markets. While consumers who are 35 years of age or younger are more likely to purchase value products, the results indicate that younger individuals with at least some graduate education are less likely to purchase value-added products. Individuals who expect prices at farmers' markets to be lower than those at other retail outlets are more likely to purchase value-added products.