Producers’ and consumers’ perceived benefits and barriers to the use of food assistance vouchers at farmers’ markets

Abstract

<p>This study explored perceived benefits and barriers to the use and acceptance of Women, Infants, and Children (WIC) farmers’ market coupons by WIC participants and farmers’ market vendors. The theory of planned behavior (TPB) was used as a theoretical model to examine attitude, behavior control, and subjective norm as a prediction of intention to use WIC farmers’ market coupons. Questionnaires were used to identify perceived benefits and barriers of WIC participants to the use of WIC farmers’ market coupons and farmers’ market vendors to accepting WIC farmers’ market coupons. The WIC participant questionnaire was distributed in three county WIC offices in Illinois. The farmers’ market vendor questionnaire was distributed by farmers’ market directors to produce vendors from four farmers’ markets in the Midwest. Analysis was conducted on 333 usable WIC participant questionnaires. Of the participants, 58.3% indicated they received WIC farmers’ market benefits in 2017 and 76.1% indicated they would use WIC farmers’ market benefits in 2018 if they received them. Of the WIC participant respondents, 87.1% identified offering their family fresh fruits and vegetables as a perceived benefit to using farmers’ market WIC coupons. Analysis was conducted on 29 usable farmers’ market vendor questionnaires. Reponses indicated 65.5% of vendors accepted WIC farmers’ market coupons in 2017 and 90.9% of vendors plan to accept WIC farmers’ market coupons in 2018. A single benefit and multiple barriers were significantly different among the three counties included in the study. Regression analysis showed benefits [t (325) = 4.423, p < .001] statistically significantly predicted intention to use WIC farmers’ market coupons and barriers [t (325) = -4.010, p < .001] statistically significantly inversely predicted intention to use WIC farmers’ market coupons. Regression analysis indicated attitude [t (328) = 17.007, p < .001], subjective norm [t (328) = 4.985, p < .001], and behavior control [t (328) = -9.958, p<.001] statistically significantly predicted intention to use WIC farmers’ market coupons. Research implications are discussed. Limitations and recommendations for further research are provided.</p>