Consumer perceptions of farmers market performance: A comparative analysis across states and age groups

Abstract The USDA Agricultural Marketing Service has invested in direct‐to‐consumer initiatives to expand local food consumption and enhance farmers market opportunities. To evaluate the effectiveness of these efforts, this study employs a sample‐selected ordered probit model to analyze consumer perceptions of farmers market performance across four states in the Southeast United States. Specifically, we examine differences in awareness and performance of product quality, diversity, and market infrastructure. Awareness and perceptions vary significantly by age, other demographics, and state. These insights provide market organizers and policymakers with data‐driven strategies to tailor marketing efforts and improve engagement across diverse consumer segments.