Unravelling consumer acceptance of local food : Physical versus social distance and the important role of social identification
Copyright © 2024 The Authors. Published by Elsevier Ltd.. All rights reserved..
Including more locally grown products in our diet is a way to reduce our diets' environmental impact. Therefore, it is important to investigate how this can be effectively communicated on food products to increase consumer acceptance. We propose that product communication that focuses on decreasing the physical and social distance between the food producer and the consumer can result in consumers identifying more with the food producer, which, in turn, can increase the buying intention of food products. The current research comprises an online survey that includes an experimental design and a real-life assessment among 825 Dutch participants. Results of the experiment show that decreasing physical distance, but not social distance, increases consumers' intention to buy a food product. This effect can be explained by increased feelings of identification with a food producer. Moreover, the real-life assessment provides a first indication that both having a food producer living close by (physical distance) and personally knowing a food producer (social distance) might increase acceptance of the producer and the product, and highlights the relevance of perceived connection. These findings give insights into how food producers can market local food products to increase acceptance; communication on a decreased distance between consumers and the food producer is only effective when it results in more identification with the food producer. Perceived connection seems to be an essential part of the acceptance of local products.
| Medienart: |
E-Artikel |
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| Erscheinungsjahr: |
2024 |
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| Erschienen: |
2024 |
| Enthalten in: |
Zur Gesamtaufnahme - volume:198 |
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| Enthalten in: |
Appetite - 198(2024) vom: 30. März, Seite 107331 |
| Sprache: |
Englisch |
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| Beteiligte Personen: |
Bouwman, Emily P [VerfasserIn] |
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| Links: |
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| Themen: |
Buying intentions |
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| Anmerkungen: |
Date Revised 06.04.2024 published: Print-Electronic Citation Status Publisher |
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| doi: |
10.1016/j.appet.2024.107331 |
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| funding: |
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| Förderinstitution / Projekttitel: |
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NLM370455738 |
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| 520 | |a Including more locally grown products in our diet is a way to reduce our diets' environmental impact. Therefore, it is important to investigate how this can be effectively communicated on food products to increase consumer acceptance. We propose that product communication that focuses on decreasing the physical and social distance between the food producer and the consumer can result in consumers identifying more with the food producer, which, in turn, can increase the buying intention of food products. The current research comprises an online survey that includes an experimental design and a real-life assessment among 825 Dutch participants. Results of the experiment show that decreasing physical distance, but not social distance, increases consumers' intention to buy a food product. This effect can be explained by increased feelings of identification with a food producer. Moreover, the real-life assessment provides a first indication that both having a food producer living close by (physical distance) and personally knowing a food producer (social distance) might increase acceptance of the producer and the product, and highlights the relevance of perceived connection. These findings give insights into how food producers can market local food products to increase acceptance; communication on a decreased distance between consumers and the food producer is only effective when it results in more identification with the food producer. Perceived connection seems to be an essential part of the acceptance of local products | ||
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