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Assessment of U.S. Consumers' Underlying Beliefs about Local Food Purchase  

Shin, Yeon Ho (Dept. of Human Nutrition & Hospitality Management, The University of Alabama)
Hancer, Murat (School of Hotel and Restaurant Administration, Oklahoma State University)
Jung, Seung Eun (Dept. of Human Nutrition & Hospitality Management, The University of Alabama)
Kim, Dong Jin (Dept. of Food Service Industry, Yeungnam University)
Publication Information
Culinary science and hospitality research / v.21, no.5, 2015 , pp. 109-118 More about this Journal
Abstract
The main purpose of this study is to get insight into the essential cognitive basis of local food purchase behavior based on Ajzen's (1991) theory of planned behavior. By asking open-ended questions using an online survey, participants' (n=163) salient behavioral, normative, and control beliefs in regard to local food purchase were assessed and analyzed. The most salient advantage was supporting local economy, followed by freshness, knowledge of where the food came from and how it was handled, environmental benefits, and health benefits. Assessing to consumers' normative beliefs found that local businesses, local farmers, family, local people, and friends were the most frequently mentioned individuals or groups who would approve consumers' local food purchasing. In contrast, the most salient barrier was inconvenient store location and time, followed by higher prices, limited availability and variety, and limited knowledge about where to buy local food.
Keywords
local food; theory of planned behavior; elicitation; salient beliefs;
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