A Multi Theory–Based Investigation of College Students’ Underlying Beliefs About Local Food Consumption

Abstract

ObjectiveTo identify college students’ perceptions of local food on the basis of a multi-theory model. DesignSemistructured individual interviews were conducted. The Theory of Planned Behavior and Health Belief Model extended with self-congruity were used as a framework. SettingA university in the southeast region of the US. ParticipantsA total of 30 college students, including in-state, out-of-state, and international. Main Outcome MeasuresBehavioral beliefs, normative beliefs, control beliefs, perceived threats, self-congruity, cues to action, and definitions regarding local food. AnalysisInterviews were audio-recorded and transcribed verbatim. A hybrid inductive and deductive content analysis was used to analyze transcriptions. ResultsHealth benefits, supporting local, less processing, freshness, and trustworthiness were identified as advantages of consuming local food. Perceived disadvantages included limited variety and higher prices. Major themes related to normative beliefs included approval of family members and friends. Perceived barriers included lack of information, lack of availability, and inconvenience. Perceived facilitators included availability and clear advertisement. Poor dietary quality was a major threat. Local food consumers were identified as health conscious. Potentially effective cues to action were also identified. Emotion emerged as a new theme. Conclusions and ImplicationsThe identified themes could be further explored for promotion of local food consumption among this population.