Who Buys Food Directly from Producers in the Southeastern United States?

Abstract

To capitalize on potential opportunities presented by growing consumer demand for locally grown foods, farmers need insight into significant motivations and behavioral characteristics of consumers in their region. This article aims to evaluate the characteristics of southeastern urban consumers who purchased food directly from producers. Novel study findings include the impact of disease incidences that occurred in respondent and related family members, a more accurate understanding of U.S. agriculture, relatively higher levels of concern about U.S. food safety, and greater physical activity levels, which are significant motivators of increased likelihood to purchase direct from producers.