Farmers Markets and Produce Purchasing Behaviors Among University Faculty and Staff

Background: This study explores produce purchasing criteria (PPC) and produce purchasing frequency (PPF) among university faculty and staff, a population often underrepresented in dietary behavior research. Purpose: To identify distinct PPC profiles among university faculty and staff and examine how these profiles are associated with PPF and farmers market usage, while also assessing the role of demographic and behavioral factors in shaping these relationships. Methods: Using a 29-item online survey administered to faculty and staff at a southern United States university (N = 175), three distinct PPC clusters were identified: health/label conscious, utilitarian, and no-specified-criteria consumers. Statistical analyses — including k-means clustering, ANOVA, and chi-square tests — revealed meaningful relationships between PPC, PPF, and farmers market usage; however, gender and age were not significant predictors. Results: Health/label conscious individuals prioritized freshness, locality, and health knowledge and exhibited significantly higher PPF and greater farmers market usage compared to other groups. Utilitarian consumers emphasized cost and convenience, which correlated with lower PPF. Conclusions: Interventions that enhance access, affordability, and convenience of fresh produce on university campuses may improve produce purchasing behavior among faculty and staff. Campus-based farmers markets and tailored wellness initiatives could encourage healthier dietary behaviors. Future studies should examine different institutional contexts and the longitudinal effects of such interventions.