Table 3.
Shopper-level agreement for coded elements*,† by positive, neutral and negative valences from a consumer-intercept study (n 38) using the Stanford Healthy Neighborhood Discovery Tool at an urban year-round farmers’ market in a large metropolitan city in the Southwestern USA, January and February 2012
| Agreement‡ | ||||||
|---|---|---|---|---|---|---|
| Positive | Neutral | Negative | ||||
| Element | n | % | n | % | n | % |
| Freshness/abundance | 30 | 78·9 | 14 | 36·8 | 4 | 10·5 |
| Product presentation | 20 | 52·6 | 16 | 42·1 | 2 | 5·3 |
| Social | 20 | 52·6 | 14 | 36·8 | 5 | 13·2 |
| Healthfulness | 9 | 23·7 | 3 | 7·9 | 1 | 2·6 |
| Attractions | 19 | 50·0 | 16 | 42·1 | 1 | 2·6 |
| Crafts | 18 | 47·4 | 13 | 34·2 | 7 | 18·4 |
| Production practices | 17 | 44·7 | 6 | 15·8 | 1 | 2·6 |
| Price | 19 | 50·0 | 5 | 13·2 | 4 | 10·5 |
| Accessibility | 9 | 23·7 | 4 | 10·5 | 1 | 2·6 |
*
‘Other’ category is not included due to high variability in elements coded to this category.
†
Audio narratives, photographs and audio narrative + photograph combinations have been collapsed together.
‡
Number and percentage of participants recording the coded positive, neutral or negative element (participants noting the same element and valence multiple times were only counted once).