Americans shop at farmers markets and join food cooperatives because they enjoy knowing who grows their food and because the commitment to local food makes them feel part of a community pursuing a healthy lifestyle and a sustainable environment, according to a U-Iowa study. “It’s not just about the economical exchange; it’s a relational and ideological exchange as well,” said associate professor Ion Vasi, a corresponding author of the study. To sociologists, local food markets are an example of a “moralized market,” in which people combine economic activities with social values.
Local food markets are more likely to develop in areas where residents have a strong commitment to civic participation, health and the environment. Professor Sara Rynes, a co-author of the study, “Local food movement rooted in relationships and values,” said local markets were more likely to be found in cities and counties with higher educational attainment, higher income levels and more institutions of higher education. The number of farmers markets more than doubled from 2004-14. As one sign of interest, the number of newspaper articles that mentioned farmers markets almost quadrupled in that decade.