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Exploring consumer motivations towards buying local fresh food products: A means-end chain approach

Poppy Arsil (School of Agriculture, Food and Wine, University of Adelaide, Adelaide, Australia)
Elton Li (School of Agriculture, Food and Wine, University of Adelaide, Adelaide, Australia)
Johan Bruwer (School of Marketing, University of South Australia, Highgate, Australia)
Graham Lyons (School of Agriculture, Food and Wine, University of Adelaide, Adelaide, Australia)

British Food Journal

ISSN: 0007-070X

Article publication date: 30 September 2014

Abstract

Purpose

The purpose of this paper is to investigate how consumers from a developing country background such as Indonesia make local fresh food decisions for daily eating.

Design/methodology/approach

The use of the means-end chain approach is utilized as a measure of attributes, consequences and values of locally produced products.

Findings

For Javanese ethnic group in Indonesia, “save money” and “health benefits” are identified views that motivate consumers purchasing their local foods.

Research limitations/implications

Although investigating the largest ethnic groups in Indonesia, the results of this study cannot be generalized to all Indonesian consumers and a larger sample needs to be studied to generalize the results to the wider population of Indonesia.

Practical implications

It is better for the Government to promote local food policies that is based on identified motivations of consumers. “Save money” and “health benefits” themes can be used as the central messages for the development of advertising strategies.

Originality/value

This study identifies the Javanese motivations for buying local foods and examines the motivation differences between rural and urban locations. This is providing views for the Government and individual businesses use to.

Keywords

Citation

Arsil, P., Li, E., Bruwer, J. and Lyons, G. (2014), "Exploring consumer motivations towards buying local fresh food products: A means-end chain approach", British Food Journal, Vol. 116 No. 10, pp. 1533-1549. https://doi.org/10.1108/BFJ-04-2013-0083

Publisher

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Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited