Determinants of consumers’ preferences for local food: A comparison study from urban and rural areas in Indonesia

Abstract

Spatial factors (rural and urban) might influence consumer preferences towards local food. This study explores and compares consumer preferences for local food in the urban and rural context. Face to face interviews were conducted in urban and rural locations on Java island, Indonesia. Six hundred respondents were interviewed using a structural questionnaire. Factor analysis was applied to group consumers based on their preferences. Although consumer demographics differ, the results show that factors influencing consumers' preferences seem to be similar in term of "food quality", "support for local food", "availability", "promotion', "tradition", and "packaging ". "Food safety" also influences preferences for local food in urban areas. Though the paths by which the groups arrive at these motivators differ, the factors influencing consumer preference for local food are remarkably homogenous regardless of location. These results provide important implications for developing marketing strategies for local food linking urban and rural areas. Marketing can be enhanced through advertising and increasing consumer awareness and knowledge. This can be accomplished through mass media and formal and informal education, as well as traditional events. This study has its limitation that only one rural and one urban area was surveyed. Thus, these findings cannot be generalised for Indonesia as a whole. This paper's unique contribution is to explore and compare consumer preference for local food in urban and rural Indonesia.

Local food consumption during the covid-19 pandemic

“…Therefore, H4 was supported. This finding was in line with Memery et al (2015) and Arsil et al (2018). The construct "environmental awareness" had a positive influence on purchase intention, but the relation was weak (β = 0.043, t-value = 1.633; P > 0.05).…”

“…However, this approach has been criticized because pandemic. First, during a health crisis, the most crucial issue for any consumer is to consume healthy, nutritious, and safe food, such as local food (Arsil et al, 2018;Skallerud and Wien, 2019). Second, during the pandemic, consumers have become more interested in what they consume and from where they source them (Severo et al, 2020;Sheth, 2020).…”

“…Intrinsic quality was measured using six items adapted from Megicks et al (2012). Purchase intention was measured using the two-item scale of Lee et al (2010), and food availability was measured using the four-item scale of Arsil et al (2018). To adapt these measurement scales to the context of the coronavirus pandemic, the prefix "during the COVID-19 pandemic" was added to the different items as following Pu et al (2020).…”

Perception of local food in direct sale from buyer’s perspective - a case of Poland

“…The consumer surveys on the local food market have been conducted by scientific and academic centers from the economic, management, sociological, and social psychology perspectives. Works of many researchers, especially American (Zepeda & Deal, 2009;Adams & Adams, 2011;Bellows et al, 2010;Onozaka & McFadden, 2011;Campbell et al, 2014;Costanigro et al, 2014;Khachatryan et al, 2018), Chinese (Zhang et al, 2019), British (Penney & Prior, 2014;Memery et al, 2015), Finish (Roininen et al, 2006), Canadian (Knight, 2013;Cranfield et al, 2012), Australian and Indonesian (Arsil et al, 2014a(Arsil et al, , 2014b(Arsil et al, , 2018, Italian (Vecchio, 2010;Tempesta & Vecchiato, 2013), German (Feldmann & Hamm, 2015), and Danish ones (Denver & Jensen, 2014;Ditlevsen et al, 2020), have emphasized the importance of undertaking consumer studies related to local food. In the works published so far, authors have focused on the qualitative approach (Roininen et al, 2006;Zepeda & Deal, 2009;Adams & Salois, 2010;Adams & Adams, 2011), qualitative approach in most cases (Onozaka & McFadden, 2011;Bean & Sharp, 2011;Gracia et al, 2012;Cranfield et al, 2012;Hu et al, 2012;Costanigro et al, 2014;Denver & Jensen, 2014), and rearly a mixed approach (Ditlevsen et al, 2020).…”

Factors Influencing Consumer Preferences for Locally Produced Food: a Comparison between Traditional and Modern Markets

“…Moreover, previous studies have tended to report consumer preferences for locally produced food in developed countries such as the USA and European countries (5,(10)(11)(12)(13)(14), with little research focusing on consumer preferences in developing countries like Indonesia (e.g. (15)). In light of these gaps, the aim of the current study is to investigate consumers" preferences for local food at traditional and modern markets in Banyumas regency, located in the western area of central Java province.…”