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Please use this identifier to cite or link to this item: http://hdl.handle.net/10373/870

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Title: Shopping at the farmers' market: consumers and their perspectives
Authors: Lyon, Phil
Collie, Viv
Kvarnbrink, Eva-Britt
Colquhoun, Anne
Affiliation: University of Abertay Dundee. School of Contemporary Sciences
Keywords: Consumer
Farmers' markets
Food retailing
Issue Date: Feb-2009
Publisher: Wiley-Blackwell
Type: Journal Article
Refereed: peer-reviewed
Rights: Published version (c)Wiley-Blackwell, available from http://dx.doi.org/10.1111/j.1748-0159.2008.00119.x. The definitive version is available at www3.interscience.wiley.com
Citation: Lyon, P., et al. 2009. Shopping at the farmers' market: consumers and their perspectives. Journal of Foodservice. 20(1): pp.21-30. Available from http://dx.doi.org/10.1111/j.1748-0159.2008.00119.x
Abstract: While farmers' markets are a colourful addition to urban shopping, they are periodic, relatively expensive and provide for a very limited range of consumer requirements. In fact, they are the antithesis of supermarket ubiquity, price sensitivity, wide product/service range and extended opening hours. So, despite their small role in total food retail sales, why are they a growing presence and what do farmers' markets say about the consumer needs that supermarkets do not satisfy? This article reports the findings of a questionnaire-based survey of 391 farmers' market customers in five Scottish towns during 2006. Customers were seeking high quality food products, even if that meant premium prices, and put a particular value on direct transactions with the producer. Although these data have a specific geographic context, they have resonance for the growing schism between producer and customer in the UK and other countries.
URI: http://hdl.handle.net/10373/870
ISSN: 1748-0140
Appears in Collections:Science Engineering & Technology Collection

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