Examining consumer attitudes and cultural indicators surrounding local food

Abstract

Many consumers are committed to buying local. With the study reported here, we aimed to advance understanding of the influence of culture in the local food movement. The study addressed the presence of cultural indicators in discussions about local food among a sample of Florida residents interested in local food. The influence of culture on participants' thoughts about local food was examined for the purpose of guiding communication and Extension programming surrounding local food. A qualitative thematic analysis revealed the influence of culture through the themes of tradition/ritual, family, local economy, trust, health and quality, experience with local food, and convenience.