The business and politics of farmers' markets: Consumer perspectives from Byron Bay, Australia

Abstract

Very few studies have examined the reasons consumers attend Australian Farmers' Markets. This empirical study uses four benefits, articulated in the Australian Farmer's Market Association Strategic Plan (2017-2019), to organise and identify consumer motivations at the Byron Bay Farmers' Market. Consumers are the focus of this paper, which draws on the concepts of alterity and embeddedness to reveal a range of motivations and consumer engagement. The findings reveal a surprising mix of reflexivity and re-embedding shaped by both regional culture and individual motivations. Common across all participants was a sincere commitment to the local community and their attachment to ethical consumption.