Most Preferred Market Venues for Locally Grown Fresh Produce among Online Shoppers

Jean D. Gumirakiza, Sarah M. VanZee


This paper examines the most preferred market venues online shoppers use when purchasing locally/regionally grown fresh produce. We surveyed 1,205 consumers who made online purchases at least twice within six months prior to participating in this study. We call these consumers “online shoppers”. The study was conducted in the Southern region of the U.S. We collected data using Qualtrics actively managed market research panels and social media such as Facebook, and Twitter. Results indicate that grocery stores are the most preferred market venue online shoppers use to purchase locally/regionally grown fresh produce with a relative probability of 44 percent. Farmers’ markets are the second most preferred market venues with a likelihood of 33 percent. The third market venue is on-farm/CSA programs with relative probability of seven percent. Online markets are currently the fourth most frequented with a likelihood of five percent. 11 percent have no particular most preferred market venue. This analysis is significant to fresh produce growers and marketers. Results suggest new marketing strategies to conveniently make fresh produce accessible among online shoppers. Furthermore, this study is useful for future studies with interests in explaining the preferred market venues for local/regional fresh produce among online shoppers.

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Journal of Agricultural Science   ISSN 1916-9752 (Print)   ISSN 1916-9760 (Online)  E-mail:

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