Evaluation of motivations that influence consumer attitudes and behavior when purchasing local foods
Date
2009
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Abstract
In an increasingly complex and differentiated food system, the local food movement appears to be gaining momentum. This increased attention to the sustainable food movement highlights both the public and private benefits to eating local food, propelling the "local food" movement into the public eye as an important attribute in one's food consumption. Research suggests that positive attitudes towards locally grown food might not necessarily result in purchasing locally grown food. Although primary motivators for consumer food purchases remain to be price, quality, convenience and brand familiarity, there seem to be other factors that are influencing the decision criteria for some consumers. This project used an expanded Theory of Planned Behavior (TPB) model as a framework to examine different motivators or predictors of behavioral intention, source of produce purchase, and willingness to pay for local food. Three studies utilized different methods and samples. In a sample of Introductory Psychology students (n=218) using a comprehensive paper survey, consumer confidence; attitudes; social norms; and perceived consumer effectiveness (PCE) and product availability (both forms of perceived behavioral control) played a significant role in understanding consumer purchase motivations. In a nationwide internet survey (n=1269) the TPB model-including attitudes, social norms, and PCE-proved a good framework to predict who would be purchasers of produce from direct sources (grower, farmers market) as well as willingness to pay for local produce. Also, actual local tomato purchases by an in-store sample (n=72) of consumers found that 92 percent purchased local and that consumer confidence and social norms were correlated with purchases. All of the factors in the expanded TPB model were significant predictors of a behavioral outcome regarding local produce in at least one study. Taking these factors into account should improve the effectiveness of marketing campaigns designed to increase support of the local food system.
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Subject
consumer attitudes
food purchases
local foods
sustainability
social psychology
sustainability