The Geographic Heterogeneity of Farmers Markets in the United States Before, During, and After the Pandemic

• In Event: Economic Sociology Section Roundtables
  In Refereed Roundtable (60 minute): Roundtable 7: Networks, Embeddedness, and Markets

Abstract

While the sociology of markets has been one of the most vibrant fields in sociology, it has paid little attention to geographic heterogeneity in local market development, persistence, and recovery. We examine the factors that contribute to geographic heterogeneity of farmers markets in the United States before, during, and after the Covid-19 Pandemic. An online survey shows that consumers who regularly attend farmers markets belong to pro-health and pro-sustainability cultures and are motivated by the desire to help local farmers and support local communities. An analysis of farmers markets in 4,351 cities shows that the development of local food markets in a community before, during, and after the pandemic is positively associated with a higher number of small farms proximate to a community, and with a higher level of civic engagement in a community. Additionally, we find that the development of local food markets in a community is positively associated with stronger consumer cultures of sustainability in a community before and after the pandemic, and with stronger consumer cultures of health after the pandemic. We discuss theoretical implications for the literatures on moralized markets and civic action.

Authors

• Ion Bogdan Vasi, University of Iowa

• Jennifer Glanville, Texas A&M