Journal of Agricultural Extension & Community Development (농촌지도와개발)

Korean Society of Agricultural Extension (한국농촌지도학회)
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Factors Influencing Local Food Purchasing - Comparison of Local Food Consumer and Hypermarket Consumer -

로컬푸드 구매 영향 요인 - 로컬푸드와 대형마트 소비자 비교 -

  • Lee, Minsoo (Department of General Education, Korea National College of Agriculture and Fishery)
  • 이민수 (한국농수산대학 교양공통학과)
  • Received : 2019.11.25
  • Accepted : 2019.12.20
  • Published : 2019.12.30
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Abstract

The purpose of this paper is empirically to identify the factors influencing local food purchase intention. And this study compares to the difference between local food consumer and hypermarket consumer's attitudes toward local food, food lifestyle, and subjective norm. Data were collected from 319 local food consumer and 179 hypermarket consumer to measure the following; attitude toward local food; subjective norm; perceived behavioral control; food lifestyles; demographic information. Results showed that local food consumers are significant differences on attitudes towards health, environment, and local economy. Results also found that subjective norm and perceived behavioral control are significant differences between local food consumer and hypermarket consumers. It means that consumers who express a strong intention to purchase local food seems to link to the food lifestyles. The study suggests that producers and retailers need to develp campaigns explaining how consuming local food supports local businesses and farmers, which will reinforce personal values associated with local consumption.

Keywords

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