The consumers of the farmers’ markets – global and local outlook
Abstract
Farmers’ markets are often investigated by the international literature, as important sales channel of short food supply chains. Based on a survey conducted in a small settlement of Fejér county, Hungary, we can conclude that the trends identified in the mainstream literature are also valid for this case: the typical consumers of farmers’ markets are the welleducated, middle aged women from upper-middle income class. They visit such markets because they consider these products fresher, more environmentally-friendly and healthier. Moreover, the jovial atmosphere of such markets also contributes to the acceptance of higher consumer prices, as they stimulate the local economy.