LOCAL FOOD SYSTEMS, SHORT SUPPLY CHAINS AND PERCEPTION OF LOCAL FOOD BY CONSUMERS: A REVIEW AND QUANTITATIVE RESEARCH
Abstract
The purpose of this paper was to depict a concept of local food systems and short supply chains as well as to determine how local food is perceived and to identify local food attributes of relevance for the marketing communication targeted at young people. This paper consists of two parts. The first one presents the concepts of local food systems and short supply chains based on the analysis of literature data. The sec- ond part describes the results of a quantitative study on the young consumers’ perception of and willingness to buy local food. Based on an indirect technique, the study was carried out with a group of 155 Polish students. The questionnaire survey demonstrated that when characterizing local food, young consumers invoked the socioeconomic benefits relat- ed to its production. They paid less attention to the specific attributes of food products and to environmental benefits of their production and distribution, which might suggest that the initiatives undertaken to promote those products were poor- ly effective. The research results provide a useful source of knowledge for small local food businesses and policymakers engaged in supporting local food systems (especially public sector bodies and researchers).
Keywords
local food systems; short supply chains; attrib- utes; consumer perception
References
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Bellows, A. C., Alcaraz, G. V., Hallman, W. K. (2010). Gender and food, a study of attitudes in the USA towards organic, local, U.S. grown, and GM-Free foods. Appetite, 55(3), 540–550.
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Coley, D., Howard, M., Winter, M. (2009). Local food, food miles and carbon emissions: A comparison of farm sho- pand mass distribution approaches. Food Policy, 34(2), 150–155.
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Jones, A. (2002). An environmental assessment of food sup- ply chains: a case study on dessert apples. Environ. Man- ag., 30(4), 560–576.
Khan, F., Prior, C. (2010). Evaluating the urban consumer with regard to sourcing local food: A Heart of England study. Int. J. Consum. Stud., 34(2), 161–168.
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Marsden, T., Banks, J., Bristow, G. (2000). Food supply chain approaches: exploring their role in rural development. So- ciol. Ruralis, 40(4), 424–438.
McEachern, M. G., Warnaby, G., Carrigan, M., Szmigin, I. (2010). Thinking locally, acting locally? Conscious con- sumers and farmers markets. J. Mark. Manage., 26(5/6), 395–412.
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Onozaka, Y., Nurse, G., McFadden, D. T. (2010). Local food consumers: how motivations and perceptions translate to buying behavior. Choic. Magazine Food Farm Res. Iss., 25(1), 1–6.
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Penney, U., Prior, C. (2014). Exploring the urban consumer’s perception of local food. Int. J. Ret. Dist. Manag., 42(7), 580–594.
Polimeni, J. M., Shirey, R. L., Trees, Ch. L. (2006). The De- mand For Community Supported Agriculture. J. Bus. Econom. Res., 4(2), 49–59.
Psarikidou, K., Szerszynski, B. (2012). Growing the social: alternative agrofood networks and social sustainability in the urban ethical foodscape. Sust. Sci. Prac. Policy, 8(1), 30–39.
Racine, E. F., Mumford, E. A., Laditka, S. B., Lowe, A. E. (2013). Understanding characteristics of families who buy local produce. J. Nutr. Edu. Behav., 45(1), 30–38.
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Selfa, T., Qazi, J. (2005). Place, taste, or face to face? Under- standing producer – Consumer networks in “local” food systems in Washington State. Agr. Hum, Values, 22(4), 451–464.
Seyfang, G. (2007). Cultivating carrots and community: lo- cal organic food and sustainable consumption. Env. Val., 16(1), 105–123.
Storper, M., Salais, R. (1997). Worlds of production: The ac- tion frameworks of the economy. Cambridge, MA: Har- vard University Press.
Wiśniewska, M. (2012). Żywność, życie i turystyka w stylu „slow” [Food, life and tourism in “slow” style]. Zarz. Fin., 3(2), 161–176 [in Polish].
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Bellows, A. C., Alcaraz, G. V., Hallman, W. K. (2010). Gender and food, a study of attitudes in the USA towards organic, local, U.S. grown, and GM-Free foods. Appetite, 55(3), 540–550.
Blake, M. K., Mellor, J., Crane, L. (2010). Buying local food: Shopping practices, place, and consumption networks in defining food as “local”. Ann. Assoc. Am. Geogr., 100(2), 409–426.
Bougherara, D., Grolleau, G., Mzoughi, N. (2008). Buy local, pollute less. What drives households to join a community supported farm?. Ecol. Econ., 68(5), 1488–1495.
Brown, C. (2003). Consumers’ preferences for locally pro- duced food: A study in southeast Missouri. Am. J. Altern. Agr., 18(4), 213–224.
Brown, E., Dury, S., Holdsworth, M. (2009). Motivations of consumers that use local, organic fruit and vegetable box schemes in Central England and Southern France, Appe- tite, 53(2), 183–188.
Byker, C., Rose, N., Serrano, E. (2010). The benefits, chal- lenges and strategies of adults following a local food diet. J. Agr. Food Syst. Comm. Dev., 1(1), 125–137. Chambers, S., Lobb, A., Butler, L., Harvey, K., Traill, W. B.
(2007). Local, national and imported foods: A qualitative study. Appetite, 49(1), 208–213.
Coley, D., Howard, M., Winter, M. (2009). Local food, food miles and carbon emissions: A comparison of farm sho- pand mass distribution approaches. Food Policy, 34(2), 150–155.
Commission Staff Working Document 2013 on various as- pects of short food supply chains Accompanying the docu- ment Report from the Commission to the European Parlia- ment and the Council on the case for a local farming and direct sales labelling scheme (2013). Brussels.
Chrzan, J. (2004). Slow Food: what, why, and to where? Food, Culture and Society. Int. J. Mult. Res., 7(2), 117–132.
Dukeshire, S., Garbes, R., Kennedy, C., Boudreau, A., Os- borne, T. (2011). Beliefs, attitudes and propensity to buy locally produced food. J. Agr. Food Syst. Comm. Dev., 1(3), 19–29.
Edwards-Jones, G. (2010). Does eating local food reduce the environmental impact of food production and enhance consumer health? P. Nutr. Soc., 69, 582–591.
Edwards-Jones, G., Canals, L. M., Hounsome, N., Truninger, M., Koerber, G., Hounsome, B., Cross, P., York, E.H., Hospida, A., Plassmann, K., Harris, I. M, Edwards, R. T., Day, G. A. S, Tomos, A. D., Cowell, S. J., Jones, D. L. (2008). Testing the assertion that ‘local food is best’: the challenges of an evidence-based approach. Trends Food Sci. Tech., 19(5), 265–274.
Farmer, J. (2012). Leisure in living local through food and farming. Leisure Sci., 34(5), 490–495.
Follett, J. R. (2009). Choosing a food future: differentiating among alternative food options. J. Agr. Environ. Ethics, 22, 31–51.
Furmana, C. A., Papavasilioub, F. (2018). Scale and affect in the local food movement. Food Cul. Soc., 21(2), 180–195, doi: 10.1080/15528014.2018.1427926
Goszczyński, W., Knieć, W. (2010). Rolnictwo w sieci – al- ternatywne sieci produkcji i dystrybucji żywności [Agri- culture in a Net – Alternative Agro-Food Networks]. Wieś Roln., 2(147), 49–64 [in Polish].
Goszczyński, W., Knieć, W. (2011). Strengthening Alternative Agro-food Networks in the Eastern European Country- side. East. Eur. Countryside, 17, 5–20.
Haas, R., Sterns, J., Meixner, O., Nyob, D. I., Traar, V. (2013). Do US consumers’ perceive local and organic fooddiffer- ently?. An analysis based on means – end chain analysis and word association. Int. J. Food Syst. Dynam., 4(3), 214–226.
Hendrickson, M. K., Heffernan, W. D. (2002). Opening Spac- es through Relocalization: Locating Potential Resistance in the Weakness of the Global Food System. Sociol. Ru- ral., 42(4), 347–369.
Heslop, L. A. (2007). Literature review of Canadian consum- er attitudes and perceptions. A report to Agriculture and Agri-Food Canada. Consumer Analysis Section. http:// www.marquecanadabrand.agr.gc.ca/domestic-nationale/ pdf/6303-eng.pdf
Higgins, V., Dibden, J., Cocklin, C. (2008). Building alter- native agri-food networks: Certification, embeddedness and agri-environmental governance. J. Rural Stud., 24(1), 15–27.
Jokinen, P., Järvelä, M., Puupponen, A. (2009). Local food systems and rural sustainability initiatives by small scale rural entrepreneurs in Finland. Finnish J. Rural Res. Poli- cy, 17(2), 5–20.
Jones, A. (2002). An environmental assessment of food sup- ply chains: a case study on dessert apples. Environ. Man- ag., 30(4), 560–576.
Khan, F., Prior, C. (2010). Evaluating the urban consumer with regard to sourcing local food: A Heart of England study. Int. J. Consum. Stud., 34(2), 161–168.
Kieljan, K. (2015). Zagrody edukacyjne w promocji produk- tów lokalnych [Educational homesteads in the promo- tion of local products]. Centrum Doradztwa Rolniczego w Brwinowie Oddział w Krakowie, http://ksow.gov.pl/ uploads/tx_library/files/08_Zagrody_edukacyjne_w_pro- mocji_produkt%C3%B3w_lokalnych.pdf [in Polish].
Kimura, A. H., Nishiyama, M. (2008). The chisan-chisho movement: Japanese local food movement and its chal- lenges. Agr. Hum. Values, 25(1), 49–64.
Knight, A.J. (2013). Evaluating local food programs: The case of Select Nova Scotia. Eval. Prog. Plann., 36(1), 29–39.
Lypchuk, V. Lypchuk, N. (2014). Lokalne systemy żywnościowe [Local food systems]. Gosp. Reg. Turys. Stud. Mat., 13, 87–92 [in Polish].
Markuszewska, A., Prior, A., Strano, A., Bálint, B., Midoux, B., Bros, C., Koutsaftaki, Ch., Jochum, Ch., Buffet, Ch., McGlynn, D., del Bravo, F., Valtari, H., Czaja, J., Saal- asto, P., Töyli, P, Kokovkin, R., Redman, M., Regragui Mazili, S., Silm, S., Watson, S., Leporati, S., Marran, T., Hudson, T. (2012). Local Food and Short Supply Chains. EU Rural Review. A Publication from the European Net- work for Rural Development. https://enrd.ec.europa.eu/sites/enrd/files/fms/pdf/E8F24E08-0A45-F272-33FB- A6309E3AD601.pdf
Marenick, N., Gooch, M., Felfel, A. (2010). Local food oppor- tunities. Focusing on the consumer. Retrieved from: www. vcmtools.ca/pdf/Local%20Food%20091310.pdf
Marsden, T., Banks, J., Bristow, G. (2000). Food supply chain approaches: exploring their role in rural development. So- ciol. Ruralis, 40(4), 424–438.
McEachern, M. G., Warnaby, G., Carrigan, M., Szmigin, I. (2010). Thinking locally, acting locally? Conscious con- sumers and farmers markets. J. Mark. Manage., 26(5/6), 395–412.
Megicks, P., Memery, J., Angell, R. (2012). Understanding lo- cal food shopping: unpacking the ethical dimension”, J. Mark. Manag., 28(3/4), 264–289.
Memery, J., Angell, R. J., Megicks, P., Lindgreen, A. (2015). Unpicking motives to purchase locally-produced food: analysis of direct and moderation effects. Eur. J. Market., 49(7/8), 1207–1233.
Michalczyk, J. (2017). Znaczenie lokalnej żywności oraz krótkich łańcuchów dostaw w kształtowaniu zrównowa- żonego rozwoju rolnictwa i obszarów wiejskich w Unii Europejskiej [The importance of local food and short sup- ply chains in shaping sustainable development of agricul- ture and rural areas in the European Union]. Ekon. Mię- dzyn., 17, 5–20 [in Polish].
Morgan, K., Marsden, T., Murdoch, J. (2006). Worlds of Food. Place, Power and Provenance in the Food Chain. Oxford: Oxford University Press.
Mount, P. (2012). Growing local food: scale and local food systems governance. Agr. Hum. Val., 29, 107–121.
Murdoch, J., Marsden, T., Banks, J. (2000). Quality, Nature, and Embeddedness: Some Theoretical Considerations in the Context of the Food Sector. Econ. Geogr., 76(2), 107–125.
Norberg-Hodge, H., Merrifield, T., Gorelick, S. (2002). Bring- ing the Food Economy Home: Local Alternatives to Glob- al Agribusiness. London: Zed Books.
Norberg-Hodge, H., Merrifield, T., Gorelick, S. (2007). Lokal- na żywność. Lokalne alternatywy dla korporacji rolnych [Bringing the Food Economy Home: Local Alternatives to Global Agribusiness]. Kraków: Wyd. Zielone Brygady [in Polish].
Nurse, G., Onozaka, Y., McFadden, D. T. (2010). Under- standing the connections between consumer motivations and buying behavior: The case of the local food system movement. Selected Paper prepared for presentation at the Southern Agricultural Economics Association Annual Meeting, Orlando. Retrieved from: http://ageconsearch. umn.edu/bitstream/56494/2/SAEApaper_final_Nurse.pdf
Onozaka, Y., Mcfadden, D. T. (2011). Does local labeling complement or compete with other sustainable labels? A conjoint analysis of direct and joint values for fresh pro- duce claims. Am. J. Agr. Econ., 93(3), 693–706.
Onozaka, Y., Nurse, G., McFadden, D. T. (2010). Local food consumers: how motivations and perceptions translate to buying behavior. Choic. Magazine Food Farm Res. Iss., 25(1), 1–6.
Opinion of the Committee of the Regions on “Local food sys- tems” (outlook opinion) (2011). Offic. J. Eur. Union, C 104/1.
Pearson, D., Henryks, J., Trott, A., Jones, P., Parker, G., Du- maresq, D, Dyball, R. (2011). Local food: Understanding consumer motivations in innovative retail formats. Brit. Food J., 113(7), 886–899.
Penney, U., Prior, C. (2014). Exploring the urban consumer’s perception of local food. Int. J. Ret. Dist. Manag., 42(7), 580–594.
Polimeni, J. M., Shirey, R. L., Trees, Ch. L. (2006). The De- mand For Community Supported Agriculture. J. Bus. Econom. Res., 4(2), 49–59.
Psarikidou, K., Szerszynski, B. (2012). Growing the social: alternative agrofood networks and social sustainability in the urban ethical foodscape. Sust. Sci. Prac. Policy, 8(1), 30–39.
Racine, E. F., Mumford, E. A., Laditka, S. B., Lowe, A. E. (2013). Understanding characteristics of families who buy local produce. J. Nutr. Edu. Behav., 45(1), 30–38.
Radzymińska, M. (2016). Konsument na rynku żywności lokalnej – studium empiryczne [A consumer at the local food market – an empirical study]. Wydawnictwo UWM, Olsztyn 2016 [in Polish].
Rogala, A. (2014). Czynniki wpływające na zakupy żywności lokalnej [Factors influencing the purchases of local food]. Market. Ryn., 6(CD), 633–646 [in Polish].
Rogala, A. (2015). Współczesna konsumpcja żywności – w pułapce paradoksu postmodernistycznego świata [Mod- ern food consumption – trapped in the paradox of post- modern world]. J. Agr. Rural Dev., 3(37), 513–520 [in Polish].
Roininen, K., Arvola, A., Lähteenmäki, L. (2006). Exploring consumers’ perceptions of local food with two different qualitative techniques: Laddering and word association. Food Qual, Prefer., 17, 20–30.
Schönhart, M., Penker, M., Schmid, E. (2008). Sustainable local food production and consumption: Challenges for implementation and research. 8th European IFSA Sympo- sium, 6-10 July 2008,
Selfa, T., Qazi, J. (2005). Place, taste, or face to face? Under- standing producer – Consumer networks in “local” food systems in Washington State. Agr. Hum, Values, 22(4), 451–464.
Seyfang, G. (2007). Cultivating carrots and community: lo- cal organic food and sustainable consumption. Env. Val., 16(1), 105–123.
Storper, M., Salais, R. (1997). Worlds of production: The ac- tion frameworks of the economy. Cambridge, MA: Har- vard University Press.
Wiśniewska, M. (2012). Żywność, życie i turystyka w stylu „slow” [Food, life and tourism in “slow” style]. Zarz. Fin., 3(2), 161–176 [in Polish].
Wiśniewska, M. (2012). Żywność, życie i turystyka w stylu „slow” [Food, life and tourism in “slow” style]. Zarz. Fin., 3(2), 161–176 [in Polish].
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Monika Radzymińska
mradz@uwm.edu.pl
Chair of Commodity Science, University of Warmia and Mazury in Olsztyn, Pl. Cieszyński 1, 10-719 Olsztyn Poland
https://orcid.org/0000-0003-0531-268X
Chair of Commodity Science, University of Warmia and Mazury in Olsztyn, Pl. Cieszyński 1, 10-719 Olsztyn Poland
https://orcid.org/0000-0003-0531-268X
Dominika Jakubowska
University of Warmia and Mazury in Olsztyn Poland
University of Warmia and Mazury in Olsztyn Poland
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