Produce marketers who participate as farmers market vendors or otherwise directly market their goods should understand not only the location-related characteristics that affect consumer selection of local, fresh produce but also the product attributes that consumers prefer to find in local products. Understanding attribute-price relationships will allow marketers to better plan for value-added marketing opportunities. Using a hedonic pricing model, this study analyzed the influence that product attribute levels have on prices for seven types of produce: sweet corn, tomatoes, cantaloupe, cucumbers, green beans, bell peppers, and zucchini. Based on data collected from Missouri farmers markets, multiple attributes affect produce price variation. In the dataset, one of the strongest effects was exerted by sale location. The importance of this finding is that prices can be collected in a single location and extrapolated to other farmers market locations, which implies reduced search and reporting costs in collecting representative farmers market produce prices. Additionally, a higher weight may increase prices for some types of produce but decrease prices of others after a certain point. Farmers market vendors, as well as other direct marketers, can use attribute pricing information to identify the quality attributes that consumers prefer.

Promoting sustainable agricultural production requires farmers to adopt new technologies such as organic farming to increase the agricultural productivity, while conserving the environment. Adoption and diffusion of new technologies need a long process, as experienced in the past. There are social and economic factors, identified in the literature, and those could cause delays in farmers’ use of new technologies. Hence, technology adoption and diffusion are important policy issues in agriculture. For that reason, this paper provides a literature review including factors influencing the adoption and diffusion of technology in agriculture and aims to contribute to the future studies and policies, especially focusing on the social capital or the social aspects, which are proven not to be analyzed by the previous studies comprehensively. The results show that interaction with neighbors and relatives, and membership in a group or organization, which represent the social aspects, has a positive influence on adoption and diffusion of new technologies. Hence, policy-makers should incorporate the social aspects when designing the policies, such as cost sharing programmes, to promote adoption and diffusion of new technologies.

Promoting the continuous use of conservation practices by farmers is an important environmental policy issue to minimize the impact of agriculture on environmental quality. The effectiveness of environmental policies relies on farmers’ continuous use of conservation practices. Using duration analysis, this study analyzes the disadoption of injecting manure into soil and soil testing. The results show that over time farmers can become more likely to disadopt conservation practices due to changing economic conditions and learning-by-doing. Therefore, programs and policies that focus on one-time adoption can be limited in promoting the continuous use of conservation practices.

Social capital refers to the formation of relationships, or working collectively, to achieve a common outcome. The objective of the current study is to determine whether community-based agricultural policy initiatives can succeed in the absence of consistently strong levels of individual farmer social capital behaviors. Targeting farmers from Turkey’s Konya region who also took part in a household survey, we present findings from a hypothetical field experiment of how farmers would allocate wheat endowment during a drought. We found that farmers allocated 48% of wheat endowment to social capital choices. Our results indicate that the more a farmer relies on himself or herself and resources available outside of the community, the less likely it is that the farmer will invest in community efforts.