A very interesting, albeit small study about customer perception and local produce at farmers markets. I would argue however that perception and awareness needs depend on the community the market sits in. In other words, types of markets differ and therefore the expectations of the market success differ. All that really matters is if the market manager and the vending and shopping community are making sure everyone knows the same information; such if there is reselling happening and it’s for a reason that is to do with the intention of the market. As long as everyone knows about it and accepts it, I think it’s doing its job. Of course, whether it should be called a farmers market if its all resellers is another story…
In any case, I would suggest that every market community survey the perceptions of their shoppers about different items that are available at markets.

http://news.ifas.ufl.edu/2012/09/farmers-market-phonies-raise-ire-of-some-customers-but-not-all-uf-researchers-say/