Demographics & Attitudes of Shoppers at Missouri & Wisconsin Farmers Markets

1. Demographics & Attitudes of Shoppers at Missouri & Wisconsin Farmers Markets Patience Rhodes Dr. Michael Seipel, mentor Truman State University Ronald E. McNair Program

2. Introduction • Number of farmers markets in the U.S. has increased to 3,100 (in 2002). • Federal and state agencies encourage growth of farmers markets. • Increase of farmers markets has prompted research.

3. Literature Review • Several studies found that the average shoppers were Caucasian women, from higher income groups, at least 51 years old, and well educated (Eastwood; Kezis; Nayga). • Freshness, quality, locally grown, and having direct contact with farmers were found to be the most important considerations for consumers when purchasing produce (Brown; Kezis; Nayga).

4. Literature Review (cont.) • Brown found that households where someone was raised on a farm, or their parents were raised on a farm, were found to have a preference for local produce and a willingness to pay a price premium for those products. • Few studies have explicitly compared motivations of shoppers across markets situated in neighborhoods of different socio-economic background.

5. Research Questions • How do the demographics of the shoppers compare to the demographics of the surrounding neighborhoods? • Is there any relationship between people who were raised on the farm and their likelihood of supporting local farmers?

6. Research Questions (cont.) • Does motivation for shopping and factors cited in purchasing in a farmers market vary across market location? • Does motivation for shopping in a farmers market vary across socio-economic characteristics such as race, ethnicity, and income?

7. Methodology • Four farmers markets • Fondy Farmers Market (Milwaukee, WI) • Green Bay Farmers Market (Green Bay, WI) • Kirkwood Farmers Market (Kirkwood, MO) • Soulard Farmers Market (St. Louis, MO) • Convenience sampling • 50 participants per market

8. Methodology (cont.) • Questionnaire • How often do you shop at this particular market? • How far do you have to travel to get to the farmers market? • How would you define “locally-produced” fruits and vegetables? • Has your consumption of fresh fruits and vegetables increased or decreased since you have been shopping at the farmers market? • Were you or your parents raised on a farm?

9. Methodology (cont.) • Statistical analysis (SPSS) • Analysis of Variance (ANOVA) • Chi-square tests • Qualitative analysis • Responses to open ended questions

10. Green Bay Farmers Market Fondy Farmers Market Wisconsin Farmers Market

11. Kirkwood Farmers Market Soulard Farmers Market Missouri Farmers Market

12. Findings • 200 completed surveys • Basic demographics • 66% female • Average age: 47 years old • 68% Caucasian • 50% reported household income $25,000 - $74,999. • 50% reported educational attainment of a 4 year college degree or higher.

13. How do the demographics of the shoppers compare to the demographics of the surrounding neighborhoods?

14. Distribution by Race: Shoppers vs. Residents of Surrounding Census Tract Pct. Non-white Pct. White

15. Percent with $75,000 or higher household income

16. Percent with 2-yr., 4-yr. or graduate degree

17. Is there any relationship between people who were raised on the farm and their likelihood of supporting local farmers?

18. Mean Ranking of Purchasing Factors and T-test results

19. Does motivation for shopping at a farmers market vary across market location? *Price: F statistics = 7.467 (P<0.000) *Atmosphere of market: F statistics = 5.433 (P<0.001) *Support local farmers: F statistics = 5.515 (P<0.001)

20. Do factors cited when purchasing fruits and vegetables vary across market location? *One way ANOVA, F statistic = 7.457 (P<0.000)

21. Does motivation for shopping in a farmersmarket vary across demographic characteristics such as race, ethnicity, and income?

22. Comparison of Male and Female Respondents on Importance of Selected Factors when Purchasing Fruits and Vegetables *T statistics = 4.134 (P>0.000)

23. Other demographic differences • The age group 61 & over tended to rank locally produced as higher importance when buying fruits and vegetables. • Respondents with 4 year and graduate degrees gave higher importance to locally produced, quality/freshness when buying fruits and vegetables, and atmosphere of market when choosing a market. • Respondents with higher income gave higher importance to atmosphere and support of local farmers when deciding where to shop.

24. How would you define “locally-produced” fruits and vegetables?(Kirkwood)

25. How would you define “locally-produced” fruits and vegetables?(Soulard)

26. How would you define “locally-produced” fruits and vegetables?(Fondy)

27. How would you define “locally-produced” fruits and vegetables?(Green Bay)

28. Conclusion • For all four markets, shoppers had higher educational attainment and income than neighborhood residents. African-Americans were also underrepresented among shoppers. • However, there were also significant differences between shoppers at the different markets, especially in motivations for choosing the market and in factors influencing purchases. • Socio-economic characteristics such as gender, age, education, and income have some influence on purchasing decisions. • No association being raised on a farm and consumers’ desire to support local farmers as a factor influencing their choice of a farmers market.

29. Limitations and Further Research Needs • Non-random sample may have biased results. • Following groups underrepresented among respondents • Senior citizens • People with younger children • Hispanics • Future surveys, using a randomly-drawn sample of frequent shoppers could test these findings. • Since local residents are underrepresented among shoppers, research could examine what factors could lead them to shop at the market.

30. Questions?

31. Acknowledgments • Ronald E. McNair Program • Dr. Michael Seipel, Mentor • Green Bay, Fondy, Kirkwood, & Soulard Farmers Markets