Understanding Local Food Consumers: Theory of Planned Behavior and Segmentation Approach

Archana Kumar, Sylvia Smith

Research output: Contribution to journalArticlepeer-review

22 Scopus citations

Abstract

Purpose: The objectives of this study were to examine the antecedents and consequence of consumer attitudes toward local food and to segment these consumers using their food-related lifestyle (FRL) attributes. Using the Theory of Planned Behavior, we proposed three factors to impact attitude toward local food (health consciousness, concern for the environment, and concern for local economies) along with subjective norm and perceived behavioral control to influence intentions to purchase local food. Methodology: Data were collected from 502 local food consumers measuring the following: antecedents and consequence of attitude toward local food; FRL; demographic information. Findings: Health consciousness, concern for the environment, and concern for local economies were found to be significant predictors of attitude toward local food. Attitude toward local food and subjective norm, but not perceived behavioral control, were found to have a significant effect on intention to purchase local food. Further, segmenting based on their FRL yielded four types of consumers (Impromptu Novelty Explorer, Uninvolved Connoisseur, Involved Information Seeker, and Apathetic Local Food Consumer). An ANOVA provided a snapshot of several demographic and psychographic differences between segments.

Original languageEnglish
Pages (from-to)196-215
Number of pages20
JournalJournal of Food Products Marketing
Volume24
Issue number2
DOIs
StatePublished - 17 Feb 2018

Keywords

  • Consumer segmentation
  • food-related lifestyles
  • local food consumption
  • theory of planned behavior

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