Theorizing Consumer Perceptions of Food "Quality" at Farmers' Markets

The purpose of this case study was to examine the ways consumers conceptualize "quality" at local farmers' markets and begins to classify the multiple facets of this complex term. Ethnographic methods were used, including 100hours of participant observation and in-depth interviews with 36 market participants. The data were analyzed using thematic analysis, open and axial coding, constant comparison, and triangulation. The results indicate that "quality" has eight dimensions: taste, freshness, seasonality, health, method of production, rarity, esthetics, and social proof. This study furthers our theoretical understanding of what "quality" means by providing a nuanced examination of the many ways quality manifests itself at a farmers' market. The results of this research have implications for local food advocates, farmers, and marketing managers.