Conceptualising community consumption: Farmers’ markets and the older consumer

Since the late 1990s farmers’ markets have been growing in popularity as an alternative outlet for: healthy, local, organic and non-organic, produce consistent with the values of green and ethical consumers, local and small producers to sell their goods and a venue where direct contact with the producers is possible and information about the goods may be sought. This paper seeks to explore further the concept of community as a key attribute of such markets. The paper argues that farmers’ markets can provide many of the exchanges consistent with the concept of community and that these are of significant importance to many shoppers but are particularly valued by older consumers.