Testing a consumer barrier to farmers' market attendance: a randomized controlled trial design
This study investigates the efficacy of an informational coupon in attracting new farmers' market customers. Direct-to-consumer (DTC) market sales in the United States (U.S.) have declined since 2007, raising concern about the future viability of DTC markets overall. Farmers' market sales are one of the larger contributors to DTC sales. Previous research suggests that the limited range of products available, and thus the inability to get all of a household's at home food needs through shopping at the farmers' markets may impede sales growth. This research is timely given limited empirical ...
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