Where do "localphiles" shop?: A mixed-methods case study of food-buying habits

Abstract

Why, with local food’s rising popularity, do small-scale farmers report declining sales? This study used a mix of survey and interview methods to examine the priorities and buying habits of food shoppers in one midsized, lower-income metro­politan area of the U.S. Midwest. The study focuses on individual consumers’ decision-making because it aims to be useful, in particular, to small-scale farmers and advocates of their participation in local and regional food systems. Among shoppers’ stated priorities, the survey found broad support for local food and relatively low competition be­tween price and local origin as purchasing priori­ties. However, findings also show an attitude-behavior gap, with only a limited increase in ten­dency among self-defined “local” shoppers to purchase from locally oriented venues. As explana­tion for this attitude-behavior gap, survey and interview data point to differential definitions of “local food” and situational barriers (primarily inconvenience and lack of variety) preventing shoppers from buying local food. One factor off­setting these barriers was past experience growing one’s own food. Study findings are used to identify particular avenues for intervention by farmers, eaters, and other food systems builders to broaden access to local food through adjustments to mar­keting strategies, better alignment of wholesale outlets’ practices with the priorities of farmers and eaters, and improved public education about the food system.

Producer and consumer perspectives on supporting and diversifying local food systems in central Iowa

“…The biggest obstacles to local food consumption are perceived inconveniences of finding, purchasing, and preparing local food when consumers have busy schedules and lack free time (Chambers et al 2007). Most consumers prefer the convenience of supermarkets and other large retailers (Low et al 2015;Hardesty 2008) and expect to purchase local food at stores catering to their shopping habits and preferences (Weatherell et al 2003;McKee 2021). Inconvenient pick-up locations (Zepeda and Leviten-Reid 2004), inconsistent and limited hours (McKee 2021), and limited product offerings discourage shopping at farmers' markets or joining Community Supported Agriculture (CSA).…”

Uso Do E-Commerce Na Comercialização Dos Produtos Da Agricultura Familiar: Uma Revisão Sistemática Da Literatura/Use of E-Commerce in the Commercialization of Family Farming Products: A Systematic Literature Review

“…Para explorar essas possibilidades e usufruir de seus benefícios, é necessário investir nas estratégias de marketing, através do seu mix (produto, preço, ponto de distribuição e promoção), agregando ainda mais valor aos produtos agrícolas (CETINĂ; RĂDULESCU; GOLDBACH, 2020). Em especial, a divulgação de informações e notícias sobre a produção agrícola promove aproximação e confiança entre produtores e consumidores, podendo até proporcionar educação alimentar aos clientes (MCKEE, 2021;KAISER et al, 2020;TITTONELL et al, 2021).…”

Preserving farm freshness: Consumer preferences for local value-added products at urban farmers markets

“…Growth in FMs has been dramatic when viewed over a timespan measured in decades. But this growth has essentially plateaued since 2016, while total sales through direct-toconsumer markets have also stagnated or declined (McKee, 2021;Printezis & Grebitus, 2018). Supermarkets, wholesale clubs, and most recently mealkit delivery services increasingly highlight when products are sourced from farms that share a state or region with consumers (Bloom & Hinrichs, 2017;McKee, 2021).…”

“…But this growth has essentially plateaued since 2016, while total sales through direct-toconsumer markets have also stagnated or declined (McKee, 2021;Printezis & Grebitus, 2018). Supermarkets, wholesale clubs, and most recently mealkit delivery services increasingly highlight when products are sourced from farms that share a state or region with consumers (Bloom & Hinrichs, 2017;McKee, 2021). Efforts by large, conventional stores to establish local sourcing bona fides may appeal especially to consumers whose idea of what constitutes "local" food is relatively flexible, and who find FMs too inconvenient to be a primary shopping destination (Dunne et al, 2011;McKee, 2021).…”

“…Supermarkets, wholesale clubs, and most recently mealkit delivery services increasingly highlight when products are sourced from farms that share a state or region with consumers (Bloom & Hinrichs, 2017;McKee, 2021). Efforts by large, conventional stores to establish local sourcing bona fides may appeal especially to consumers whose idea of what constitutes "local" food is relatively flexible, and who find FMs too inconvenient to be a primary shopping destination (Dunne et al, 2011;McKee, 2021). Even intermediated short food supply chains may be siphoning customers away from FMs and CSA (Printezis & Grebitus, 2018).…”