title: Examining the Influence of price and accessibility on willingness to shop at farmers' markets among low-income eastern North Carolina women.
abstract: OBJECTIVE
  To examine the influence of farmers' market pricing and accessibility on willingness to shop at farmers' markets, among low-income women.
  
  
  METHODS
  Qualitative interviews using scenarios with quantitative assessment of willingness to shop at farmers' markets given certain pricing and accessibility scenarios.
  
  
  METHODS
  Eastern North Carolina.
  
  
  METHODS
  A total of 37 low-income women of childbearing age (18-44 years) receiving family planning services at the health department.
  
  
  METHODS
  Willingness to shop at a farmers' market.
  
  
  METHODS
  Fisher's exact test was used to examine associations between willingness to shop at farmers' markets by urban/rural residence, race, and employment status. Direct quotations relevant to participants' use of farmers' markets were extracted based on a positive deviance framework.
  
  
  RESULTS
  Participants were increasingly willing to shop at the farmers' market when price savings increased and when the market was incrementally closer to their residence. Willingness was highest when there was at least a 20% price savings. Participants seemed to be influenced more by a visual representation of a greater quantity of produce received with the price savings rather than a quantitative representation of the money saved by the reduced price.
  
  
  CONCLUSIONS
  Future farmers' market interventions should take into account these consumer level preferences.
authors.affiliation: Department of Nutrition, University of North Carolina at Chapel Hill, Chapel Hill, NC. Electronic address: mcguirtj@live.unc.edu.
authors.forename: Jared T
authors.initials: JT
authors.lastname: McGuirt
authors.affiliation: Department of Public Health, East Carolina University, Greenville, NC.
authors.forename: Stephanie B
authors.initials: SB
authors.lastname: Jilcott Pitts
authors.affiliation: Department of Community Health, East Tennessee State University, Johnson City, TN.
authors.forename: Rachel
authors.initials: R
authors.lastname: Ward
authors.affiliation: Department of Geography, East Carolina University, Greenville, NC.
authors.forename: Thomas W
authors.initials: TW
authors.lastname: Crawford
authors.affiliation: Division of General Medicine and Clinical Epidemiology, Department of Medicine, School of Medicine, University of North Carolina at Chapel Hill, Chapel Hill, NC.
authors.forename: Thomas C
authors.initials: TC
authors.lastname: Keyserling
authors.affiliation: Gillings School of Global Public Health and School of Medicine, Department of Nutrition, University of North Carolina at Chapel Hill, Chapel Hill, NC.
authors.forename: Alice S
authors.initials: AS
authors.lastname: Ammerman
mesh_terms: D000293:Adolescent; D000328:Adult; D000383:Agriculture; D002755:Choice Behavior; D005247:Feeding Behavior; D005260:Female; D005523:Food Supply / Q000191:economics* / Q000706:statistics & numerical data; D005638:Fruit / Q000191:economics; D006801:Humans; D009657:North Carolina; D011203:Poverty; D011204:Poverty Areas; D013037:Spatial Behavior; D014675:Vegetables / Q000191:economics; D055815:Young Adult
keywords: North Carolina; farmers' markets; fruit and vegetable consumption; price savings