Unique Presentation Identifier:
62
Program Type
Undergraduate
Faculty Advisor
Dr. Joshua Lockyer
Document Type
Presentation
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Location
Face-to-face
Start Date
9-4-2026 9:40 AM
End Date
9-4-2026 10:10 AM
Abstract
This research observes and analyzes why customers choose to shop and why producers choose to sell at the Russellville Community Market, an online farmers’ market located at the train depot station in Russellville, Arkansas. This research also focuses on what the producers and customers’ best and worst experiences are at this online farmers’ market, as well as how the market can be improved based on this feedback. Research is conducted utilizing participant observation and semi-formal interviews with thirty participants over a period of approximately five months. Evidence shows that both customers and producers value the market as an accessible space to distribute local foods and feel that the online market format is more convenient for their lifestyle, but that the market can be benefitted from increasing the number of producers and customers participating and improving the market website’s interface and software. This research will contribute to a larger body of knowledge pertaining to the values and perspectives of farmers’ market customers and producers and how digitizing the traditional farmers’ market space can reach a larger and different demographic. This research will also provide the Russellville Community Market staff with feedback to improve the market experience.
Recommended Citation
Yamashita, Mihoshi and Parrish, Laney, "Intentions and Experiences: Customer’s and Producer’s Perspectives on the Modern Farmers’ Market" (2026). ATU Scholars Symposium. 21.
https://orc.library.atu.edu/atu_rs/2026/2026/21
PDF version of updated presentation
Intentions and Experiences: Customer’s and Producer’s Perspectives on the Modern Farmers’ Market
Face-to-face
This research observes and analyzes why customers choose to shop and why producers choose to sell at the Russellville Community Market, an online farmers’ market located at the train depot station in Russellville, Arkansas. This research also focuses on what the producers and customers’ best and worst experiences are at this online farmers’ market, as well as how the market can be improved based on this feedback. Research is conducted utilizing participant observation and semi-formal interviews with thirty participants over a period of approximately five months. Evidence shows that both customers and producers value the market as an accessible space to distribute local foods and feel that the online market format is more convenient for their lifestyle, but that the market can be benefitted from increasing the number of producers and customers participating and improving the market website’s interface and software. This research will contribute to a larger body of knowledge pertaining to the values and perspectives of farmers’ market customers and producers and how digitizing the traditional farmers’ market space can reach a larger and different demographic. This research will also provide the Russellville Community Market staff with feedback to improve the market experience.