Italian and United States farmers' markets: similarities, differences and potential developments.

摘要

A qualitative analysis of 2 farmers' markets, Naples in Italy and Washington, DC, in the USA, was conducted exploring the core features of the markets and revealing their main similarities, differences, and potential developments. Semi-structured interviews with vendors and direct observation gave a number of key insights of consumer attitudes to the farmers' markets. Italian consumers' main motivation for using the market is to obtain bargains, whereas in the American market the main feature is shoppers' desire to sustain the local community and find high-quality foods.