Abstract
The number of customers that patronize farmers’ markets in hilly and mountainous areas of the Chugoku region has stagnated. Some of these farmers’ markets look to sell directly to city inhabitants within the neighborhood. We investigate a farmers’ market in “S” Town, Hiroshima prefecture. This study uses questionnaire data gathered from customers (n=374) and interview data from the manager of one farmers’ market. We analyze this case from three viewpoints: (1) A rough calculation of profits, (2) Customers’ evaluation of direct sales, and (3) Customers’ evaluations of the main store. This study concludes by arguing that direct sales at farmers’ markets hold significance for city inhabitants.
