Exploring consumer motivations towards buying local fresh food products

Poppy Arsil, Elton Li, Johan Bruwer, Graham Lyons
  • British Food Journal, September 2014, Emerald
  • DOI: 10.1108/bfj-04-2013-0083

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.


Dr Poppy Arsil
Jenderal Soedirman University

There is a paucity of information on local food consumers and their behavior in developing countries. This paper provides information on what motivates consumers behind purchasing local food in Indonesia.

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The following have contributed to this page: Johan Bruwer and Dr Poppy Arsil