로컬푸드 구매 영향 요인

Factors Influencing Local Food Purchasing - Comparison of Local Food Consumer and Hypermarket Consumer -

The purpose of this paper is to empirically factors influencing local food purchase intention. The average difference test(t-test) compare 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 measuring the folloeing: 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 suggest 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.