Consumer motivations towards buying local fresh food products
What is it about?
There were very few studies on how consumers in developing countries such as Indonesia make local fresh food decisions for daily eating. This paper examines the motivation of Javanese ethnic group in Indonesia when purchasing their local food using means-end chain approach.
Why is it important?
We provide the similarities and differences in motivation between urban and rural Javanese consumers, the largest ethnic group In Indonesia, when making decisions to buy local food.
The following have contributed to this page: Johan Bruwer and Dr Poppy Arsil
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