Farmers markets are an important direct-to-consumer market that enables non-farmers to purchase locally, and often sustainably, grown produce and products. This interaction is mutually beneficial. Consumers gain access to local produce and products, typically at lower costs, while learning about their food, local products, and how they are produced. Farmers retain some profit by eliminating the wholesaler and having increased interaction with the consumer and winning their loyalty for their products. Understanding the factors that influence consumer motivations for buying sustainable agricultural products would provide producers and policy-makers better information to improve economic development and the growth of farmers markets. This study examines, using primary data from 243 surveys, the characteristics and motivations of consumers at 89 farmers markets (piaţa) throughout Romania. Socioeconomic and demographic characteristics are presented using descriptive statistics. Ordered logit models are used to understand consumer motivations. The results of this study suggest that consumers learn about how the agricultural products they purchase at the piaţa are produced and the connection between the environment, community building, and their personal health. Furthermore, economic value, wealth, and educational level are important factors for consumers to choose sustainable products at the piaţa. These findings are necessary to develop and maintain sustainable agricultural production.

农民市场是重要的直接面向消费者的市场，它使非农民能够在当地（通常是可持续地）购买农产品和产品。这种相互作用是互惠互利的。消费者通常以较低的成本获得本地产品和产品，同时了解他们的食物，本地产品及其生产方式。农民通过取消批发商并增加与消费者的互动并赢得对其产品的忠诚度来保留一些利润。了解影响消费者购买可持续农产品的动机的因素将为生产者和决策者提供更好的信息，以改善经济发展和农民市场的增长。这项研究使用243个调查的主要数据，PIATA）在整个罗马尼亚。使用描述性统计数据来显示社会经济和人口特征。有序的logit模型用于了解消费者动机。这项研究的结果表明，消费者了解了他们在广场上购买的农产品是如何生产的，以及环境，社区建设及其个人健康之间的联系。此外，经济价值，财富和受教育程度是消费者在偏远地区选择可持续产品的重要因素。这些发现对于发展和维持可持续农业生产是必要的。