This paper clarifies how the consciousness of exchange between urban and rural areas has influence on shippers' production and shipping behavior at large-scale farmers' market. The findings indicate that, first, shippers to large-scale farmers' markets have reflected information produced by exchanges with producer colleagues and consumers in production and shipment as with small-scale farmers' markets. Second, the farmers who are interested in urban-rural exchanges have strong intention to emphasize consumers compared to indifferent farmers, and the rate of working on freshness preservation, reduction of agricultural chemical use, and multi-item production was high. Third, farmers who are interested in urban-rural exchanges showed a tendency in which many farmers wanted to increase the shipment quantity and the number of shipments in the future. Many farmers also wanted to activate exchange with consumers and exchanges among producers in the future management of farmers' markets.
