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Understanding local food consumption from an ideological perspective: Locavorism, authenticity, pride, and willingness to visit

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  • Kim, Sun-Hwa
  • Huang, Ran

Abstract

Extant research on local food consumption is emerging yet limited. This study aims tofill a void to test locavorism as a second-order construct and its effects on authenticity,pride, and willingness to visit. Further, the boundary condition of the effect oflocavorism is also explored. Results suggest that restaurant managers that endeavorto offer locally-sourced menus need to emphasize the characteristics of locavorism(i.e., lionization, opposition, and communalization) when marketing to locavores as atarget consumer group. This study provides valuable insights into local foodconsumption behavior within the restaurant context by examining the factors andeffects of locavorism.

Suggested Citation

  • Kim, Sun-Hwa & Huang, Ran, 2021. "Understanding local food consumption from an ideological perspective: Locavorism, authenticity, pride, and willingness to visit," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    • Handle: RePEc:eee:joreco:v:58:y:2021:i:c:s0969698920313382
    DOI: 10.1016/j.jretconser.2020.102330
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    References listed on IDEAS

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    2. Wen-Qi Ruan & Shu-Ning Zhang, 2022. "Understand the differences in the brand equity construction process between local and foreign restaurants," Service Business, Springer;Pan-Pacific Business Association, vol. 16(3), pages 681-719, September.

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