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Perception of local food in direct sale from buyer’s perspective - a case of Poland

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  • Monika Radzymińska

    (University of Warmia and Mazury in Olsztyn, Poland)

Abstract

In industrialized countries, both government bodies, local authorities, and consumers express a growing interest in local food. The legitimacy of the expansion and promotion of the local food concept stems from the support of regional development while maintaining the principles of sustainable development in the social, economic, and environmental dimensions. In order for the local food sector to develop, it is essential to learn about the opinions of consumers and to recognize their expectations towards the production and distribution of this food. Therefore, this research aimed to identify buyers’ perception of local food and to reveal the attributes (values) affecting this perception. The scope of this research is complements the cognitive gap, and has a practical dimension. A mixed-method approach was adopted in the study to explore the research problem. Qualitative research (n=5 mini-FGI) and quantitative research (n=770 interviews) were conducted. The study revealed that local food is perceived by an integrated set of features, among which product attributes, socio-economic and environmental benefits resulting from its production and distribution are equally important. The perceived attributes related to the quality of local food products reflect consumer confidence in its producers and should be considered as indicators of expectations towards these products. The survey has shown that local products are ranked higher than mass food because they are perceived as of better quality, healthier, and safer. The distinctive attributes of local food products make them superior over conventional foods, constitute their added value, and should be used in constructing a marketing message. The study results are a valuable source of information for producers and entities acting for the development of local food systems. They also provide a number of key insights that can be used in designing marketing communication.

Suggested Citation

  • Monika Radzymińska, 2021. "Perception of local food in direct sale from buyer’s perspective - a case of Poland," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 9(1), pages 663-679, September.
    • Handle: RePEc:ssi:jouesi:v:9:y:2021:i:1:p:663-679
    DOI: 10.9770/jesi.2021.9.1(41)
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    References listed on IDEAS

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    1. Tao Zhang & Junyu Chen & Baoliang Hu, 2019. "Authenticity, Quality, and Loyalty: Local Food and Sustainable Tourism Experience," Sustainability, MDPI, vol. 11(12), pages 1-18, June.
    2. John Cranfield & Spencer Henson & Jose Blandon, 2012. "The Effect of Attitudinal and Sociodemographic Factors on the Likelihood of Buying Locally Produced Food," Agribusiness, John Wiley & Sons, Ltd., vol. 28(2), pages 205-221, March.
    3. I. Vermeir & W. Verbeke, 2004. "Sustainable Food Consumption: Exploring The Consumer Attitude – Behaviour Gap," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 04/268, Ghent University, Faculty of Economics and Business Administration.
    4. Zepeda, Lydia & Li, Jinghan, 2006. "Who Buys Local Food?," Journal of Food Distribution Research, Food Distribution Research Society, vol. 37(3), pages 1-11, November.
    5. Aleksandra Pieloch-Babiarz, 2020. "Characteristics identifying the companies conducting different dividend policy: evidence from Poland," Equilibrium. Quarterly Journal of Economics and Economic Policy, Institute of Economic Research, vol. 15(1), pages 63-85, March.
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    More about this item

    Keywords

    consumer; attributes; values; sustainability of food systems; sustainable consumption;
    All these keywords.

    JEL classification:

    • A14 - General Economics and Teaching - - General Economics - - - Sociology of Economics
    • D10 - Microeconomics - - Household Behavior - - - General
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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