Abstract
Policymakers and value chain members often use a one-size-fits-all strategy to increase local food consumption. Our results indicate this approach may not be effective; local food buyers and nonbuyers have differing barriers to purchasing more or accessing local food. We examine the effect of demographics, health indicators, shopping location, and zip code on those barriers. Prices and availability are barriers for both buyers and nonbuyers. Consumers with higher healthy diet scores are more likely to think about local food availability. Providing specific products is a more viable strategy than creating additional purchasing venues. These results are important, as governments seek to increase local food purchases and enhance local agriculture.
Highlights
Policymakers and value chain members often use a one-size-fits-all strategy to increase local food consumption
Our results indicate that a one-size-fits-all approach may not have the desired effects, as buyers and nonbuyers of local food have differing barriers to purchasing more local food or entering the market for local food
Availability concerns are the major barriers for the buyers group, while high prices are the major barrier for the nonbuyers group
Summary
Policymakers and value chain members often use a one-size-fits-all strategy to increase local food consumption. Our results indicate this approach may not be effective; local food buyers and nonbuyers have differing barriers to purchasing more or accessing local food. Providing specific products is a more viable strategy than creating additional purchasing venues These results are important, as governments seek to increase local food purchases and enhance local agriculture. Even with consumers claiming to purchase local foods and touting the benefits, local food is only a small percentage of total agricultural sales within the United States. This paper attempts to fill this gap; through understanding the barriers to purchasing, policymakers and other interested parties can make more informed decisions on how to increase consumption of local foods
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