Content area
Full text
Policymakers and value chain members often use a one-size-fits-all strategy to increase local food consumption. Our results indicate this approach may not be effective; local food buyers and nonbuyers have differing barriers to purchasing more or accessing local food. We examine the effect of demographics, health indicators, shopping location, and zip code on those barriers. Prices and availability are barriers for both buyers and nonbuyers. Consumers with higher healthy diet scores are more likely to think about local food availability. Providing specific products is a more viable strategy than creating additional purchasing venues. These results are important, as governments seek to increase local food purchases and enhance local agriculture.
Key Words: barriers, buyers, consumer behavior, local food, nonbuyers
(ProQuest: ... denotes formulae omitted.)
Local food is not a new concept within the U.S. food system. As noted by Martinez et al. (2010), nearly 80 percent of respondents surveyed indicated they either occasionally or always purchase produce from growers. Consumers decide to buy locally grown food for many reasons, such as freshness, to support the local community, and for environmental benefits (Seyfang 2006, Darby et al. 2008, Durham, King and Roheim 2009, Hand and Martinez 2010, Onozaka, Nurse and McFadden 2010, Sharp et al. 2011).
However, even with consumers claiming to purchase local foods and touting the benefits, local food is only a small percentage of total agricultural sales within the United States. Low and Vogel (2011) found local food sales (direct-to-consumer and intermediated channels) in 2008 totaled $4.8 billion, making up only 1.9 percent of total farm sales; there is continued interest in increasing both consumption and production of "local" products. Federal, state, and local governments have perhaps been the most visible in the local foods movement by shifting policies to increase local consumption. For instance, the 2008 Food, Conservation, and Energy Act (2008 Farm Act) defines a "locally or regionally produced agricultural food product" as one that is found less than 400 miles from its origin or within the state in which it is produced. (H.R. 6124 2008). Further, as noted by Onken and Bernard (2010), all states have implemented some type of local promotional activities. Statelevel activities vary from strict regulations to informational materials to promote local products.
One example of a...