What Drives the Choice of Local Seasonal Food? Analysis of the Importance of Different Key Motives.

Laura Maria Wallnoefer,Petra Riefler,Oliver Meixner

doi:10.3390/foods10112715

Laura Maria Wallnoefer, Petra Riefler + Show 1 more

Open Access

https://doi.org/10.3390/foods10112715

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Abstract

Local seasonal food choices are environmentally relevant behaviors and a promising opportunity for enhancing sustainable food consumption. Therefore, we need a more integrated understanding of motives driving consumers to opt for food that is produced locally and also in its natural growing season. The aim of this study is to (i) identify which motives for local food choices are also relevant for local seasonal food choices and (ii) investigate whether environmental motives become (more) relevant for these environmentally friendly choices. To assess consumer perceptions of socioeconomic, health, and environmental aspects, a survey in combination with a choice-based conjoint experiment to measure consumer preferences for seasonal (apples) and non-seasonal choices (tomatoes) was conducted. The data were collected by means of an online-panel survey (n = 499) and analyzed using two structural equation models. Results revealed that while the support of the local economy presents the most relevant driver, consumers’ price sensibility is even more relevant as a barrier. What differs is the relevance of authenticity and local identity. While local seasonal food provides environmental benefits to consumers, these benefits have no implications for the relevance of environmental motives. Based on these findings, we derive evidence-based recommendations for policymakers and marketers and propositions for future research regarding additional drivers and barriers for local seasonal food consumption.

Highlights

IntroductionFood choices are environmentally significant behaviors linked to the exploitation of resources such as land, water, raw materials, and the emission of greenhouse gases (GHG) [1,2,3]
The data to empirically investigate consumer motives and preferences were collected The data to empirically investigate consumer motives and preferences were collecte by an external panel provider in November 2019, using an online survey with an embedded by an external panel provider in November 2019, using an online survey with an embe discrete choice experiment with a representative sample of 499 Austrian households
The present study aimed to identify the relative importance of different motives underlying local and seasonal food choices compared to non-seasonal food choices

Summary

Introduction

Food choices are environmentally significant behaviors linked to the exploitation of resources such as land, water, raw materials, and the emission of greenhouse gases (GHG) [1,2,3]. Food consumption accounts for 48% of household impacts on land resources and 70% of impacts on water resources [2]. GHG emissions of non-vegetal foodstuffs mostly result from non-fossil emissions, whereas the emissions of vegetable foodstuffs mainly stem from energy use in farming, transportation, and preparation of food [4]. The almost constant availability of different food products, regardless of seasonal conditions, resulting from the globalization in the food trade, for example, has led to a remarkable increase in the travel distance of food [5]. Individuals choosing to eat locally harvested, seasonal, and/or organic food and follow a vegetarian diet have a lower per capita environmental impact than those relying on more customary diets [8]

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