This study examined participation in farmers' markets under the framework of high and low market governance systems, specifically considering the demographics, values for local foods, motives for attending farmers' markets, and outcomes of the experience based on the dichotomous governance classification. Results suggest that market governance may impact (1) which consumers attend the market, (2) motives among those who attend the market, and (3) satisfaction outcome levels among market participants. With this knowledge, agencies coordinating farmers' markets and market managers can ultimately improve the market's reach and experience with greater intentionality.