Understanding Why College-Educated Millennials Shop at Farmers Markets: An Analysis of Students at Louisiana State University
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The principal goal of this research is to determine why university students, part of the Millennial Generation, choose
to purchase produce from a farmers market. Students who cook multiple meals and use produce in these meals at their
place of residence are more likely to shop at a farmers market. In addition, Millennial-aged students who value their
produce being organic are also more likely to shop at a farmers market. Agriculture majors do not find availability of
organic produce important when deciding whether they want to shop at a farmers market. Students living on campus
value convenience when deciding if they are going to shop a farmers market, given their transportation issues.