The Effect of Attitudinal and Sociodemographic Factors on the Likelihood of Buying Locally Produced Food

This study explores the factors associated with Canadian consumers locally produced food purchase intention. Data from an Internet-based survey of consumers (n = 1,139) was analyzed using a bivariate probit model. The bivariate probit model related attitudinal, behavioral and sociodemographic factors to the intention to purchase fresh and nonfresh locally produced foods. Although sociodemographic characteristics play a limited role in shaping local food purchase intentions, attitudinally based variables have far greater influence. Positive views towards local farmers and agriculture in general, as well as food quality, are positively related to purchase intention. The importance placed on brand-specific quality is inversely related to the intention to buy local food. Consumers with heightened levels of food involvement, either growing food or preparing most meals from scratch, are more likely to purchase local foods.