Farm-to-consumer direct marketing increasingly has been recognized as an attractive marketing alternative by farm operators, since producers can receive a better price by selling products directly to consumers. The purpose of this study is twofold. Using the census of agriculture of 2010, we first estimated a hierarchical logit model to identify factors affecting farmer-to-consumer direct marketing chosen by farmers. Then we used an ordinal logit model to estimate the relationship between the farmer-to-comsumer direct marketing business and the increase in sales of agricultural products. The results show that socioeconomic and demographic characteristics of individual as well as various regional environments influence farmers` choices of direct marketing. 16.7% of total variances were explained by regional environments such as accessibility, the number of various distributional facilities, and exchanges between cities and rural areas in farmers` choice of direct marketing. Also, a farmer who runs a farmer-to-consumer directing marketing business has almost 1.3 times higher odds of increasing agricultural sale revenue than one who does not run the direct marketing business.