Buying local food and drink: Understanding barriers to purchase

Authors: Birch, D. and Memery, J.

Conference: Academy of Marketing 2014

Dates: 7-10 July 2014


Despite a growing trend towards the purchase of locally produced food and drink and the many perceived benefits of consuming it, (e.g. support for local producers, reduced food miles, sustainable production, freshness, taste, health, safety, quality), consumption levels typically remain low. An online survey of 307 Australian shoppers was undertaken. Factor analysis reveals that key barriers to purchasing of local food and drink are primarily associated with inadequate marketing and distribution strategies, (not being well promoted, information on where to find it not being readily available, such produce not being clearly branded or labelled as local, the range of products being limited). Secondly, lack of assurance and trust that the product is actually local or that all of the ingredients are local is a barrier for some consumers. Finally perceived inconvenience is also associated with low purchasing levels, including the need to travel too far to do so, the extra effort required, being too time-consuming and inconvenient. There is also a perception that local food and beverage is expensive. Recommended strategies for stimulating the purchase of local food and drink by overcoming such barriers include improvements in the marketing and distribution of local food, greater affordability, availability, convenience and assurances.

Source: Manual

Preferred by: Juliet Memery