Spring 4-28-2016

Document Type

Honors Project

First Advisor

Gable, Eric

Degree Name

Bachelor of Arts

Major or Concentration


Department or Program

Sociology and Anthropology


This thesis examines the rise in popularity of the farmers' market through ethnographic research of the Fredericksburg Farmers' market. The farmers' market shopper has become a well known stereotype -- a white, upper-middle class suburbanite who sees it as their moral duty to support their local community and economy through their consumer power. I argue that these shoppers are buying more than just healthy local food. Their interactions with the market and vendors build an experience that feels more authentic and real than the larger capitalist society the market exists within. Through their consumption of the farmers' market and its food, they can incorporate this authenticity into their own beings.



Included in

Anthropology Commons