Research: University of California Study
Exploring further into this initial research topic I found a relevant study conducted by the University of California in May/June of 1989 set out to investigate consumer attitudes towards locally grown produce. 400 consumers were interviewed: 200 in the produce section of an independent supermarket chain and 100 each at a discount supermarket and at a national chain supermarket. It was identified that the supermarkets primarily serve a middle-income Caucasian clientele. This was an exploratory study, so its scope was somewhat limited.
A particular area within the responses from participants highlighted that the majority of consumers voiced advantages to purchasing locally grown produce; only 14% could find no advantage. Consumers volunteered that purchasing locally grown produce supports local agriculture (41%), provides fresher produce (38%), and offers products of high quality (11%) (table 4). Most consumers (78%) could see no disadvantage to purchasing locally grown produce; 3 to 5% mentioned inadequate supplies, short seasons, or lower quality as potential disadvantages.
This further articulates the cross cultural awareness of the issue identifying that other research institutions have developed positive results from study that conclude the advantages of local produce particulate within consumer attitudes. This demonstrates there is a gap in the market for this alternative farming method, especially in a increasingly more aware society of issues including global warming and overpopulation.
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| Table 4 |
Bruhn C, Vossen P, Chapman E, Vaupel S. 1992. Consumer attitudes toward locally grown produce. Cal Ag 46(4):13-16.
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