Date of Graduation


Document Type


Degree Name

Bachelor of Arts

Degree Level





Malone, Trey

Committee Member/Reader

Brownback, Andy

Committee Member/Second Reader

Robinson, Samantha

Committee Member/Third Reader

Clay, Matthew


This study examines the adoption of electronic payment systems within direct-to-consumer (DTC) transactions in U.S. farmers' markets to draw broader implications for small business strategy. Through primary and secondary data sources, this paper assesses the impact of electronic payment integration on consumer behavior and market dynamics. The analysis reveals significant disparities in payment system adoption across different geographic and demographic landscapes. Regions with higher adoption of credit card systems at farmers' markets are predominantly urban and higher-income areas, suggesting a correlation between market access to technology and economic status. Consumer data further indicates that the availability of electronic payment options can influence spending behaviors, with a notable preference for credit cards over cash, highlighting the role of convenience and security in consumer choices. The study identifies two distinct consumer segments: 'Market Mavericks' and 'Yearly Patrons,' differentiated by their payment preferences and frequency of market attendance. Market Mavericks, who are more receptive to electronic payments, tend to spend more and engage more frequently, underscoring the potential revenue benefits for small businesses through targeted technological enhancements. The findings suggest that small business owners might consider electronic payment systems as a strategic tool to enhance consumer satisfaction, reduce transaction costs, and capture a broader customer base. Integrating such technologies aligns with evolving consumer preferences and offers significant opportunities for business growth and market expansion.


Electronic Payment Systems, Consumer Behavior, Farmers' Markets, Agricultural Marketing, Technology Adoption