Although research on the consumers of farmers' markets spans four decades, no prior study has reviewed the most important characteristics of this consumer segment. Our study collects all the survey-based empirical information available in academic journals listed by WoS and Scopus. Based on the outcomes of 103 studies from 21 countries, consumers are described according to their sociographic characteristics and economic, environmental, and social parameters. Results clearly indicate a homogeneous group, with minor variation mainly due to regional specificities, and identify 27 very typical characteristics. The study identifies key implications for managers and policymakers and provides an agenda for further research.
