Beliefs, attitudes, and propensity to buy locally produced food

Abstract

In this study, conducted in Nova Scotia, Canada, we surveyed people at farmers' markets, agricultural fairs, and other agricultural events to investigate the views of people who would likely be trying to incorporate local food into their everyday shopping habits. Survey respondents (N = 2,316) indicated strong positive beliefs, attitudes, and propensity toward buying local food. At the same time, however, they reported difficulty identifying whether food was local as well as a lack of opportunities to buy local food. The findings build upon the growing body of research surrounding the "buy local" movement in North America by providing insight into why people want to buy local and potential barriers that prevent stronger markets for local food products.