De-Placing Local at the Farmers\u27 Market: Consumer Conceptions of Local Foods

Demand for local foods is typically explained using traditional product attributes like price, freshness, and taste. However, these factors fail to address more socially-based motivations or barriers to purchases. We administered a survey at two farmers’ markets (FMs) in Florida. The survey included: (1) respondents’ local produce purchases; (2) perceived cost and difficulty in accessing those products; (3) a Likert scale that measured attitudes toward local food; (4) a willingness to pay measure; (5) a definition of local by distance and ownership; and (6) frequency of produce purchases from traditional and alternative venues. A two-stage cluster analysis revealed three distinct groups ofFM shoppers, and highlighted important characteristics that influence demand for local foods. These purchases are driven more by accessibility and attitudes than by traditional demand factors such as cost and willingness to pay. The results provide insight for future research on local foods, and help illustrate the complex forces driving local food purchases