Locavores: where you buy defines who you are

Purpose - The purpose of this paper is to understand what motivates consumers, in particular consumers of local food products or locavores, to purchase in local retail channels vs traditional supermarkets. Using the Theory of Reasoned Action, and reviewing the literature on traceability, social relationships, involvement, values, motivation, and distribution channels, the authors propose a model explaining the antecedents and consequences of local food consumption for both locavores and traditional supermarket consumers. Design/methodology/approach - Face to face interviews were conducted in supermarket and farmers market contexts in a mid-sized city in France. A structural equation modelling was used to explain the relationship between the examined variables. Findings - The results suggest that consumers in traditional food distribution channels are not very involved with local food products. Alternatively, this research shows that for locavores, traceability and social links are positively related to involvement with local food products, which lowers price perceptions and positively influences utilitarian shopping value. Originality/value - The research provides a first empirical and academic perspective on local food consumption within different food retail channels in Europe. Much of the recent results on locavores and their behaviours have been conducted in North America and/or have remained rather conceptual.