调查价格和可及性对北卡罗来纳州东部低收入女性在农贸市场购物意愿的影响。
Examining the Influence of price and accessibility on willingness to shop at farmers' markets among low-income eastern North Carolina women.
机构信息
Department of Nutrition, University of North Carolina at Chapel Hill, Chapel Hill, NC.
Department of Public Health, East Carolina University, Greenville, NC.
出版信息
J Nutr Educ Behav. 2014 Jan;46(1):26-33. doi: 10.1016/j.jneb.2013.06.001. Epub 2013 Nov 5.
Abstract
OBJECTIVE
To examine the influence of farmers' market pricing and accessibility on willingness to shop at farmers' markets, among low-income women.
DESIGN
Qualitative interviews using scenarios with quantitative assessment of willingness to shop at farmers' markets given certain pricing and accessibility scenarios.
SETTING
Eastern North Carolina.
PARTICIPANTS
A total of 37 low-income women of childbearing age (18-44 years) receiving family planning services at the health department.
PHENOMENON OF INTEREST
Willingness to shop at a farmers' market.
ANALYSIS
Fisher's exact test was used to examine associations between willingness to shop at farmers' markets by urban/rural residence, race, and employment status. Direct quotations relevant to participants' use of farmers' markets were extracted based on a positive deviance framework.
RESULTS
Participants were increasingly willing to shop at the farmers' market when price savings increased and when the market was incrementally closer to their residence. Willingness was highest when there was at least a 20% price savings. Participants seemed to be influenced more by a visual representation of a greater quantity of produce received with the price savings rather than a quantitative representation of the money saved by the reduced price.
CONCLUSIONS AND IMPLICATIONS
Future farmers' market interventions should take into account these consumer level preferences.
摘要
目的
研究农贸市场的定价和可及性对低收入妇女购买农贸市场意愿的影响。
设计
使用情景式定性访谈，并结合对特定定价和可及性情景下购买农贸市场意愿的定量评估。
地点
北卡罗来纳州东部。
参与者
在卫生部门接受计划生育服务的 37 名处于生育年龄的低收入妇女（18-44 岁）。
关注现象
在农贸市场购物的意愿。
分析
使用 Fisher 精确检验，检验城乡居住、种族和就业状况与在农贸市场购物意愿之间的关联。根据正偏离框架，提取与参与者使用农贸市场直接相关的引语。
结果
当价格节省增加且市场逐渐靠近居住地点时，参与者越来越愿意在农贸市场购物。当节省的价格至少达到 20%时，意愿最高。参与者似乎更多地受到价格节省带来的可感知的更多数量的农产品的影响，而不是价格降低所节省的货币的定量表示。
结论和意义
未来的农贸市场干预措施应考虑到这些消费者层面的偏好。
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