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Understanding local food shopping: Unpacking the ethical dimension

Understanding local food shopping: Unpacking the ethical dimension
Understanding local food shopping: Unpacking the ethical dimension
Analysing shopping in the local food sector is an area of contemporary consumer research that has received considerable interest in recent times. The significance of the topic relates not only to underlying consumer behaviour theory, but also to the perceived role of local food in environmentally responsible purchasing practices, and consequently sustainable food policies. However, previous empirical investigation of local food buying behaviour is limited, and this research extends current work through adopting a mixed methods approach that comprised qualitative focus groups with an online survey of consumers. Multivariate analysis techniques were utilised to identify a set of drivers of and inhibitors to local food buying. Following this, two types of local food buyers were distinguished based upon the reasons for buying/not buying, and these were further categorised using demographic and location variables. An integrated modelling process was then used to establish the effects of the different influences on behavioural intentions and actual buying behaviour. Results identified a complex range of outcomes which indicate that the ethical sustainability dimension of local food shopping does not positively affect consumer buying in this market. The implications for related areas of theory and the future marketing practices of local food suppliers and retailers are then considered.
264-289
Megicks, Philip
5330ca01-abb8-4e41-b079-07c1e7656336
Memery, Juliet
a734de3a-f12d-4394-bfe1-911c4ea30a04
Angell, Robert
ca8389e4-2a83-43a8-b331-c262eda37674
Megicks, Philip
5330ca01-abb8-4e41-b079-07c1e7656336
Memery, Juliet
a734de3a-f12d-4394-bfe1-911c4ea30a04
Angell, Robert
ca8389e4-2a83-43a8-b331-c262eda37674

Megicks, Philip, Memery, Juliet and Angell, Robert (2012) Understanding local food shopping: Unpacking the ethical dimension. Journal of Marketing Management, 28 (3-4), 264-289. (doi:10.1080/0267257X.2012.658838).

Record type: Article

Abstract

Analysing shopping in the local food sector is an area of contemporary consumer research that has received considerable interest in recent times. The significance of the topic relates not only to underlying consumer behaviour theory, but also to the perceived role of local food in environmentally responsible purchasing practices, and consequently sustainable food policies. However, previous empirical investigation of local food buying behaviour is limited, and this research extends current work through adopting a mixed methods approach that comprised qualitative focus groups with an online survey of consumers. Multivariate analysis techniques were utilised to identify a set of drivers of and inhibitors to local food buying. Following this, two types of local food buyers were distinguished based upon the reasons for buying/not buying, and these were further categorised using demographic and location variables. An integrated modelling process was then used to establish the effects of the different influences on behavioural intentions and actual buying behaviour. Results identified a complex range of outcomes which indicate that the ethical sustainability dimension of local food shopping does not positively affect consumer buying in this market. The implications for related areas of theory and the future marketing practices of local food suppliers and retailers are then considered.

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Published date: 1 March 2012

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Local EPrints ID: 426014
URI: http://eprints.soton.ac.uk/id/eprint/426014
PURE UUID: deb2e7d2-0a25-494c-aff8-3ee78a90e121

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Date deposited: 09 Nov 2018 17:30
Last modified: 19 Mar 2020 17:36

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