The determinants of purchasing local food: price transparency and customer expertise role

Abstract

In this study, we concentrate on the purchasing local food antecedents within the proximity and confidence in traceability system. Likewise, this research tests the moderating roles of the consumer's expertise and price transparency in the purchasing process of local food. The results of an empirical study directed among two samples of local food consumers, allowed us to validate the measurements and to check the research hypotheses. Therefore, we deduct that consumer expertise plays a positive moderating role in a local product consumption. Similarly, the relationship between confidence in traceability system and the intention to purchase local food is stronger when the consumer is offered not only a low price but also price transparency concerning the products in question. Hence, this research has improved the theoretical background related to local and healthy food. Moreover, it provides marketers with the real tools to promote local food consumption.