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Evaluating local food programs: The case of Select Nova Scotia

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  • Knight, Andrew J.

Abstract

This study evaluated the effectiveness of the buy local food program Select Nova Scotia; a government program with the goal to increase awareness and consumption of Nova Scotia produced and processed agri-food products by Nova Scotians and visitors. The evaluation methodology was based on prior evaluation resources and local food consumer research. Data were gathered through a web panel survey; 877 respondents completed the survey in June 2010. The results suggest that the program is reaching a wider audience than just those predisposed to local food initiatives. In addition, awareness of Select Nova was related to perceptions of local benefits and barriers, as well as purchase motivation and behavior. Respondents who were aware of Select Nova Scotia rated societal benefits as more important and viewed location and price as less of a barrier; they were also more likely to be highly motivated to purchase local foods. This study also informs results found in previous consumer research studies and identifies marketing opportunities to enhance the effectiveness of local food programs. The results suggest that societal benefits might be used as a way to differentiate products with similar attributes.

Suggested Citation

  • Knight, Andrew J., 2013. "Evaluating local food programs: The case of Select Nova Scotia," Evaluation and Program Planning, Elsevier, vol. 36(1), pages 29-39.
    • Handle: RePEc:eee:epplan:v:36:y:2013:i:1:p:29-39
    DOI: 10.1016/j.evalprogplan.2012.05.003
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    References listed on IDEAS

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    1. Theresa Selfa & Joan Qazi, 2005. "Place, Taste, or Face-to-Face? Understanding Producer–Consumer Networks in “Local” Food Systems in Washington State," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 22(4), pages 451-464, December.
    2. Gallons, James & Toensmeyer, Ulrich C. & Bacon, J. Richard & German, Carl L., 1997. "An Analysis Of Consumer Characteristics Concerning Direct Marketing Of Fresh Produce In Delaware: A Case Study," Journal of Food Distribution Research, Food Distribution Research Society, vol. 28(01), pages 1-9, February.
    3. Paul M. Patterson & Hans Olofsson & Timothy J. Richards & Sharon Sass, 1999. "An empirical analysis of state agricultural product promotions: A case study on Arizona Grown," Agribusiness, John Wiley & Sons, Ltd., vol. 15(2), pages 179-196.
    4. Gooch, Martin, 2007. "Local Food – The Untold Story," Miscellaneous Publications 289861, George Morris Center.
    5. Yuko Onozaka & Dawn Thilmany Mcfadden, 2011. "Does Local Labeling Complement or Compete with Other Sustainable Labels? A Conjoint Analysis of Direct and Joint Values for Fresh Produce Claim," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 93(3), pages 689-702.
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    Cited by:

    1. Maria Teresa Trentinaglia De Daverio & Teresina Mancuso & Massimo Peri & Lucia Baldi, 2020. "How Does Consumers’ Care for Origin Shape Their Behavioural Gap for Environmentally Friendly Products?," Sustainability, MDPI, vol. 13(1), pages 1-19, December.
    2. Apri Wahyudi & John K. M. Kuwornu & Endro Gunawan & Avishek Datta & Loc T. Nguyen, 2019. "Factors Influencing the Frequency of Consumers’ Purchases of Locally-Produced Rice in Indonesia: A Poisson Regression Analysis," Agriculture, MDPI, vol. 9(6), pages 1-17, June.
    3. Birch, Dawn & Memery, Juliet & De Silva Kanakaratne, Maheshan, 2018. "The mindful consumer: Balancing egoistic and altruistic motivations to purchase local food," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 221-228.
    4. Kellou, Imene, 2014. "Alternative Food Systems: The Case of Agri-food SMEs," 2014 International European Forum, February 17-21, 2014, Innsbruck-Igls, Austria 199345, International European Forum on System Dynamics and Innovation in Food Networks.
    5. Kamil Pícha & Ladislav Skořepa & Josef Navrátil, 2013. "Assessment of the results of the strategic orientation on regional and local products in food retail," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 61(4), pages 1061-1068.
    6. Ildikó Kovács & Marietta Balázsné Lendvai & Judit Beke, 2022. "The Importance of Food Attributes and Motivational Factors for Purchasing Local Food Products: Segmentation of Young Local Food Consumers in Hungary," Sustainability, MDPI, vol. 14(6), pages 1-14, March.
    7. Valentina Maria Merlino & Alessandro Sciullo & Giacomo Pettenati & Francesco Sottile & Cristiana Peano & Stefano Massaglia, 2022. "“Local Production”: What Do Consumers Think?," Sustainability, MDPI, vol. 14(6), pages 1-15, March.

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