Jared T McGuirt1, Stephanie B Jilcott Pitts2, Rachel Ward3, Thomas W Crawford4, Thomas C Keyserling5, Alice S Ammerman6. 1. Department of Nutrition, University of North Carolina at Chapel Hill, Chapel Hill, NC. Electronic address: mcguirtj@live.unc.edu. 2. Department of Public Health, East Carolina University, Greenville, NC. 3. Department of Community Health, East Tennessee State University, Johnson City, TN. 4. Department of Geography, East Carolina University, Greenville, NC. 5. Division of General Medicine and Clinical Epidemiology, Department of Medicine, School of Medicine, University of North Carolina at Chapel Hill, Chapel Hill, NC. 6. Gillings School of Global Public Health and School of Medicine, Department of Nutrition, University of North Carolina at Chapel Hill, Chapel Hill, NC.
Abstract
OBJECTIVE: To examine the influence of farmers' market pricing and accessibility on willingness to shop at farmers' markets, among low-income women. DESIGN: Qualitative interviews using scenarios with quantitative assessment of willingness to shop at farmers' markets given certain pricing and accessibility scenarios. SETTING: Eastern North Carolina. PARTICIPANTS: A total of 37 low-income women of childbearing age (18-44 years) receiving family planning services at the health department. PHENOMENON OF INTEREST: Willingness to shop at a farmers' market. ANALYSIS: Fisher's exact test was used to examine associations between willingness to shop at farmers' markets by urban/rural residence, race, and employment status. Direct quotations relevant to participants' use of farmers' markets were extracted based on a positive deviance framework. RESULTS: Participants were increasingly willing to shop at the farmers' market when price savings increased and when the market was incrementally closer to their residence. Willingness was highest when there was at least a 20% price savings. Participants seemed to be influenced more by a visual representation of a greater quantity of produce received with the price savings rather than a quantitative representation of the money saved by the reduced price. CONCLUSIONS AND IMPLICATIONS: Future farmers' market interventions should take into account these consumer level preferences.
OBJECTIVE: To examine the influence of farmers' market pricing and accessibility on willingness to shop at farmers' markets, among low-income women. DESIGN: Qualitative interviews using scenarios with quantitative assessment of willingness to shop at farmers' markets given certain pricing and accessibility scenarios. SETTING: Eastern North Carolina. PARTICIPANTS: A total of 37 low-income women of childbearing age (18-44 years) receiving family planning services at the health department. PHENOMENON OF INTEREST: Willingness to shop at a farmers' market. ANALYSIS: Fisher's exact test was used to examine associations between willingness to shop at farmers' markets by urban/rural residence, race, and employment status. Direct quotations relevant to participants' use of farmers' markets were extracted based on a positive deviance framework. RESULTS:Participants were increasingly willing to shop at the farmers' market when price savings increased and when the market was incrementally closer to their residence. Willingness was highest when there was at least a 20% price savings. Participants seemed to be influenced more by a visual representation of a greater quantity of produce received with the price savings rather than a quantitative representation of the money saved by the reduced price. CONCLUSIONS AND IMPLICATIONS: Future farmers' market interventions should take into account these consumer level preferences.
Authors: Julia Mabry; Paige E Farris; Vanessa A Forro; Nancy E Findholt; Jonathan Q Purnell; Melinda M Davis Journal: Glob Qual Nurs Res Date: 2016-02-03
Authors: Rebecca A Seguin; Emily H Morgan; Karla L Hanson; Alice S Ammerman; Stephanie B Jilcott Pitts; Jane Kolodinsky; Marilyn Sitaker; Florence A Becot; Leah M Connor; Jennifer A Garner; Jared T McGuirt Journal: BMC Public Health Date: 2017-04-08 Impact factor: 3.295
Authors: Pauline Rebouillat; Sarah Bonin; Yan Kestens; Sarah Chaput; Louis Drouin; Geneviève Mercille Journal: Int J Environ Res Public Health Date: 2019-12-21 Impact factor: 3.390