Agricultural and Resource Economics Commons^™

The Digital Pivot: Exploring Credit Card And E-Payment Utilization In Direct-To-Consumer U.S. Agriculture, Amanda Thomsen

Economics Undergraduate Honors Theses

This study examines the adoption of electronic payment systems within direct-to-consumer (DTC) transactions in U.S. farmers' markets to draw broader implications for small business strategy. Through primary and secondary data sources, this paper assesses the impact of electronic payment integration on consumer behavior and market dynamics. The analysis reveals significant disparities in payment system adoption across different geographic and demographic landscapes. Regions with higher adoption of credit card systems at farmers' markets are predominantly urban and higher-income areas, suggesting a correlation between market access to technology and economic status. Consumer data further indicates that the availability of electronic payment options …