This study examines responses from three focus groups and two online surveys of instate and out-of-state food consumers in Vermont to determine the frequency,
motivation, and barriers of shopping at direct markets. This examination of the
demographic profile of food consumers indicates they are more likely to be female,
married, and have completed college. The age levels, income levels, and employment
status are similar between direct market shoppers and direct market non-shoppers. We
then parsed the data further by each direct market: farmers markets, farm stands, and
CSAs