... income. Key determinants for choosing farmers markets include support from friends and family, trust in the vendors and personal preferences. Originality/value This study is unique in its application of the TPB to assess consumer intentions in the context of farmers’ markets in Moldova. It provides...

... experience and consumer intention affect purchasing behavior, with accessibility acting as a mediating factor. Design/methodology/approach The research employs a quantitative methodology, utilizing a meticulously crafted questionnaire for data collection. Descriptive analysis is conducted using...