| Abstract: | This article presents the findings of a survey of farmers' markets customers in the Niagara region of Ontario, Canada. The recent growth of farmers' markets in North America and the association of these markets with local food systems development provoke examination to gain insights into consumer motivations for patronizing these markets, and to then reflect on their potential role within locally oriented and sustainable food production systems. The survey carried out on customers of three Niagara region farmers' markets corroborates previous studies that noted that socioeconomic and cultural factors such as the importance of food freshness, support of local farmers and the local farm economy, and social interaction—embeddedness—are key expressions of people's support and interest in farmers' markets. This work serves to heighten our understanding of consumer attitudes toward direct marketing via farmers' markets, yields useful speculation about these markets and their roles in sustainable local food systems progress, and also raises critical questions about such customer patronage and associated farmers' markets potential in local food system development. |
