We clarified the consciousness and behavior on urban-rural exchange by analyzing the use of farmers' market M by black soybean farming experience participants. The findings indicate that firstly, approx. 90% of the agricultural experience participants go shopping at the farmers' market, but the frequency and the purchase price per time are both smaller than general users of farmers' market. Secondly, agricultural experience participants' understanding and attachment toward agriculture and rural areas is higher than general users of farmers' market due to the degree of interaction with farmers. Thirdly, 87.3% of the agricultural experience participants continued to desire to participate in the agricultural experience, but the ratio of those who wish to participate in the agricultural experience of general users of farmers' market was low at 11.8%.
