On the one hand, visiting farmers markets can help to reduce one's own ecological footprint as well as support organic diversity and local agriculture and, last but not least, promote a healthy nutrition: Many products offered at farmers markets come from regional producers, who also often practice organic farming and offer seasonal products that require comparatively few resources to produce and transport.
On the other hand, farmers markets often have very limited opening hours and parking facilities, customers are at the mercy of the weather, and the range of products on offer is smaller than in stationary supermarkets.
The results show that the perceived inconvenience of farmers markets discourages people from shopping (more often) at farmers markets. Expectations from friends and family motivate people to visit the farmers market, whereas their own environmental or health awareness have no effects.
The results of this study are in line with other findings by Guido Mehlkop, which show that, especially in everyday situations, many people only behave in an environmentally conscious manner if this behavior does not impose any costs or inconveniences on them.