This study applied Baker, Parasuraman, Grewal, and Voss's (2002) comprehensive store patronage model to the farmers' market channel. It was hypothesized that design and social perceptions would have positive influences on food quality perceptions (H1 and H2). Food quality perceptions would in turn have positive and significant influences on the endogenous constructs of purchase intention and word-of-mouth (H3 and H4). A national sample of consumers (n=485) who had purchased local foods at a farmers' market completed a web-based survey. Data were analyzed using Structural Equation Modeling (SEM). All hypothesized paths were significant. Design and social perceptions impacted consumers' perceptions of food quality. Food quality perception significantly impacted purchase intention and word-of-mouth. This research is a first attempt to apply the work of Baker, et al. (2002) from the formal retail environment to the informal environment of farmers' market retailing. This research holds implications for farmers' market vendors and market managers.