Consumers' sustainability perceptions of the supply chain of locally produced food

Abstract

This article is based on a qualitative focus group study regarding consumer perceptions about the sustainability of locally produced food supply chains. Sustainability perceptions were analyzed through thematic content analysis, where the most important economic, environmental and social themes of the supply chain were emphasized. According to the research findings, the socio-cultural aspects encompassing locally produced food form the most important sustainability dimension for consumers. Although the sample size is small, consisting of 19 consumers and limited to Central Finland, the findings suggest that the sustainability of local food should be promoted via socio-cultural arguments alongside economic or environmental ones. The results conclude that the development of local food networks requires direct personal relationships with producers, social networking, consumer education and communication. © 2010 by the authors.