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Local food purchasing in the farmers’ market
Christopher Sneed,Ann Fairhurst,Jeremy E. Whaley 한국관광연구학회 2019 관광연구저널 Vol.33 No.4
From local farmers’ markets to local homes, a vast demand exists for local foods. However, the literature on local foods remains undeveloped, especially in the sense of empirically-based research. The study employs value-attitude-behavior theory to examine local food purchases in the farmers’ market context. The study utilizes structural equation modeling via a consumer panel (n = 485) to explore the causal relationships among latent variables related to value, attitude, and behavior in the setting of farmers’ markets. Results indicate that four value constructs (e.g., food novelty, food safety, civic engagement, and environmental concern) influence consumers’ attitudes regarding design, social, and local food quality aspects in the farmers’ market, and eventually influencing behavioral intentions such as purchase intention and word-of-mouth recommendations. Practitioners who focus on the areas of local foods production and consumption must engage with audiences they wish to serve. Practitioners may devise creative marketing strategies to address the needs of their target audience by understanding the relationships among their value, attitude, and behavior.
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