Purchasing habits of senior farmers' market shoppers: utilizing the theory of planned behavior.

The purpose of this study was to understand fresh fruit and vegetable purchasing habits among senior farmers' market shoppers using the theory of planned behavior. A survey instrument was developed to collect information on seniors' fruit and vegetable purchasing habits. A convenience sample of seniors shopping at farmers' markets was employed. A total of 184 surveys were collected. Respondents were divided into two groups based on response to a question of whether they received Senior Farmers' Market Nutritional Program (SFMNP) checks: 35 were on the SFMNP and 149 were not. Results indicated attitudes, subjective norms (SN), and perceived behavioral control (PBC) were all significantly correlated with intentions at the p < 0.01 level. Attitude had the strongest association with intentions (0.730), followed by PBC (0.666) and SN (0.587). Regression analysis was significant and explained 66% of the variance (F = 86.151, p < 0.001, adjusted R square = 0.656). Results indicated attitude to be the strongest predictor of seniors' intentions to purchase more fresh fruits and vegetables at farmers' markets. Senior programs may find this information useful when promoting fresh fruits and vegetables for senior citizens. These findings may also benefit farmers' markets while promoting fresh fruits and vegetables.