Conscious consumers and Farmer's Markets: Seeking convenience and authenticity

The emergence of a more reflexive and discerning customer has created inter alia a demand for ‘better’ food (i.e. quality and ‘authenticity’) in terms of sourcing, processing and distribution/retailing. As a consequence, the food production/distribution industry is under pressure to change many of its practices. One manifestation is the emergence of farmers’ markets and the associated emphasis on ‘local’ food. This paper aims to identify the extent to which ethically-oriented, ‘conscious’ consumers are committed to buying local foodstuffs and supporting local food producers, especially from farmer’s markets. Given the exploratory nature of this research, a qualitative approach was undertaken using in-depth interviews with self-identified ethical consumers. The results reveal that there are limits to local shopping behaviours arising from time, convenience and cost. A number of strategic actions for farmer’s markets are proposed to help differentiate their provision, particularly in terms of capitalising on perceptions of authenticity and locality