Reasons for selling at the market Farmers stating this (n = 5) Reasons for shopping at the market Consumers stating this (n = 9) Meeting consumers face-to-face F1, F2, F3, F4, F5 Meet producers face-to-face C1, C3, C6, C7, C8, C9 Social event F5 Nice atmosphere, fun C1, C3, C5, C6, C7 Offer fresh produce of high quality F1, F2, F4 Fresh, high-quality, tasty, safe, genuine products C2, C3, C4, C5, C6, C7, C8, C9 Get feedback from consumers F1, F2, F3, F4, F5 Trust farmers more than supermarkets C3, C8 Better price per kilogram produce F1, F2, F3 Want to support local/small-scale producers C3, C5, C6, C7, C8, C9 Better control of the whole production chain F2, F3 Want local/Swedish produce C3, C5, C6, C7, C9 Contribute to sustainable consumption F4 For the environment/animal welfare C2, C5, C6, C7, C8