Consumers in local food markets: From adoption to market co-creation

Purpose: The purpose of this paper is to explore the consumer adoption literature on local food. This study discusses the applicability of traditional models of adoption and diffusion to understand new phenomena such as the development of local food networks. Design/methodology/approach: A systematic review of the literature on the adoption and diffusion of local food systems was conducted. Findings: Atotal of three main challenges within the literature on the adoption and diffusion of local food are identified: the lack of a clear definition of what constitutes local food, divergent market assumptions and divergent consumer assumptions. In addition, this study points to the need for new perspectives on consumer adoption and diffusion of local food practices. Originality/value: This paper provides an overview of current local food research streams and contributes to the literature on consumer adoption and diffusion of local food consumption