Consumer attitudes toward farmers’ markets: An application of the stages of change model

This study employed the theory of the stages of change model to assess consumers’ attitudes toward farmers’ markets and identify their stages of change from precontemplation, contemplation, preparation, to action. When the four stages were compared, progressively positive attitudes were observed in the order. Also, consumers in the latter three stages were consonant in their positive assessments of farmers’ market foods while more divergent in their assessments of prices, ability to do all weekly grocery shopping, convenience of locations, and the impact on communities. Furthermore, consumers’ attitude toward the entertainment value of farmers’ markets was a differentiating factor between the precontemplation and contemplation stages. These findings shed new light on how different stages of consumer readiness influence consumer behavior toward farmers’ markets. Moreover, they provide insights for developing marketing programs that address relevant consumer concerns and crafting communication message strategies tailored to each stage of farmers’ market use.