Who are the locavores?

Purpose: This research aims to develop a behaviorally based definition of "locavores", i.e. a segment of a population that purchases locally grown produce. It describes the locavore segment on a set of attributes representative of those typically used for market segmentation and contrasts the locavore segment with a non-locavore segment to estimate the impact value of local production over organic production. This paper operationalizes the concept in terms of reported buying behavior for fresh produce. A questionnaire administered to adult primary household food shoppers and residents of a US state included attribute, trial and usage (AT&U) questions focusing on a specific target product, i.e. apples. The paper profiles the segment in terms of marketing relevant criteria and discusses implications of the segment for the marketing of fresh produce. Design/methodology/approach: A quantitative online survey of 1,218 Pennsylvania residents was conducted. The survey included a conjoint experiment where respondents rated their preference for various apples consisting of different levels of key apple characteristics, including physical apple attributes (sweetness, blemishes, size, crispness), credence attributes (conventional versus organic production method, local origin versus product of USA versus imported) and purchase price when buying apples. The data were used to quantify how much consumers are willing to give up in terms of product appearance, price, value of locally produced or other variables. Traditional attribute, trial and usage data were also collected. Findings: The key finding was that the attribute "local" was significantly more impactful in changing preference for apples than "organic". It was also found that there were three segments of apple consumers: those that most valued the quality of the apple, a second that was most interested in price, and a third most interested in the health and/or life style attributes such as local and organic attributes. Large differences were found between locavores and non-locavores on marketing relevant criteria, such as price sensitivity, outlet preferences, and media characteristics. Research limitations/implications: The major limitation was the use of only Pennsylvania residents in the study and produce other than apples might have been used as well. Additionally it would have been more effective if the actual apples could have been available to taste and inspect. A valuable finding is that there is a local segment that values and is willing to pay for a locally produced product. However, that is the smallest segment and must be carefully targeted as most consumers are interested in either taste or price. Practical implications: USA food retailers that use local supply can tell their customers "that purchasing from local farmers helps the economy in the communities we serve. Local produce can be delivered to your store very quickly and faster shipping means even fresher produce for you. Items can be picked and packed at a more mature stage. This can really bring out the taste of the product. Eating locally grown food also means less fossil fuel burned in preparation and transport - and less energy needed to refrigerate during transportation". Farmers may wish to promote their local crops and not spend the additional money on organic farming. Originality/value: The article appears to be the first research paper to tease apart the impact of local from organic via a conjoint analysis.