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Pulse Report- Consumer Understanding of Buying Local
Hartman Group, The, Feb 2008, Pages: 37
What does the term “buy local” mean to today's consumers?
“Local” has become a quality distinction marker for food consumption as well as environmental causes. While “buy local” is a phrase that continues to grow in popularity, the specifics of what such a term means to consumers is hazy. Many mainstream consumers are just beginning to think about the idea in terms of everyday products and practices.
Consumer Understanding of Buying Local is designed to provide a current view on where “buy local” is at with consumers and how this acquired knowledge translates into marketing opportunities.
Like organic products in the late 1990's, the fervor for all things “local,” ranging from farm stand goods to civic involvement, seems to be everywhere today. On the surface, the rising interest among consumers in local products might be misconstrued as a growing fascination with fresh produce culled from the explosive growth of farmers markets in the U.S. To be sure, fresh agricultural goods and romanticized notions of family farms are a key part of what make up local products in the minds of consumers, yet consumers are also avidly interested in supporting local businesses and producers that they believe reflect their community's values.
What's Inside
The issues surrounding consumer involvement with the concept of “buying local” will only continue to grow in complexity. This report is your guide to understanding consumer perceptions of what “buy local” means to consumers in the context of products, brands, retailers, restaurants and businesses.
The report examines:
- Current consumer definitions for “local”
- Reasons why consumers buy products they perceive as local
- Where consumers buy local products
- Percentage of local products purchased believed to be organic
- Assumptions consumers make about locally grown products (fresh)
- Perceptions of local vs. organic
- Perceptions of locally produced products vs. imported products
- Marketing influences
- Awareness for local brands
- Consumer desire for greater variety and access to local products
Key Features
Consumers are influenced by a range of factors to purchase local products. These influences range from notions of freshness to curiosity about product narratives to beliefs that buying local benefits local economies and environments. This report examines a variety of potential methods that marketers, retailers and restaurateurs can utilize to better align themselves with communities in which they sell or operate.
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