Determinants of consumers’ preferences for local food: A comparison study from urban and rural areas in Indonesia
Article Metrics Report
Views, downloads, citations, engagementCited by
Current citation countResearch summary
Spatial factors (rural and urban) might influence consumer preferences towards local food. This study explores and compares consumer preferences for local food in the urban and rural context. Face to face interviews were conducted in urban and rural locations on Java island, Indonesia. Six hundred respondents were interviewed using a structural questionnaire. Factor analysis was applied to group consumers based on their preferences. Although consumer demographics differ, the results show that factors influencing consumers’ preferences seem to be similar in term of “food quality”, “support for local food”, “availability”, “promotion’, “tradition”, and “packaging “. “Food safety” also influences preferences for local food in urban areas. Though the paths by which the groups arrive at these motivators differ, the factors influencing consumer preference for local food are remarkably homogenous regardless of location. These results provide important implications for developing marketing strategies for local food linking urban and rural areas. Marketing can be enhanced through advertising and increasing consumer awareness and knowledge. This can be accomplished through mass media and formal and informal education, as well as traditional events. This study has its limitation that only one rural and one urban area was surveyed. Thus, these findings cannot be generalised for Indonesia as a whole. This paper’s unique contribution is to explore and compare consumer preference for local food in urban and rural Indonesia.
Article History
How to Cite
Arsil, P., Brindal, M., Sularso, K. E., & Mulyani, A.. (2018). Determinants of consumers’ preferences for local food: A comparison study from urban and rural areas in Indonesia. Journal of Business and Retail Management Research, Volume 13 Issue 02.
Citation Context
APA
Arsil, P., Brindal, M., Sularso, K. E., & Mulyani, A.. (2018). Determinants of consumers’ preferences for local food: A comparison study from urban and rural areas in Indonesia. Journal of Business and Retail Management Research, Volume 13 Issue 02.
MLA
Arsil, Poppy, et al.. "Determinants of consumers’ preferences for local food: A comparison study from urban and rural areas in Indonesia." Journal of Business and Retail Management Research, Volume 13 Issue 02, 2018.
Chicago
Poppy Arsil, Mark Brindal, Kusmantoro Eddy Sularso, and Altri Mulyani. "Determinants of consumers’ preferences for local food: A comparison study from urban and rural areas in Indonesia." Journal of Business and Retail Management Research Volume 13 Issue 02 (07 Dec 2018).
Harvard
Arsil, P., Brindal, M., Sularso, K. E., & Mulyani, A. (2018) Determinants of consumers’ preferences for local food: A comparison study from urban and rural areas in Indonesia. Journal of Business and Retail Management Research, Volume 13 Issue 02
References
- Adams, D. C. and Adams, A. E. (2011). De-Placing Local at the Farmers' Market: Consumer Conceptions of Local Foods. Journal of Rural Social Sciences, 26(2), pp. 74-100.
- Adams, D. C. and Salois, M. J. (2010). Local Versus Organic: A Turn in Consumer Preferences and Willingness-to-pay. Renewable Agriculture and Food Systems, 25(4), pp. 331-341.
- Arsil, P., Li, E. and Bruwer, J. (2014a). Perspectives on Consumer Perceptions of Local Foods: A View from Indonesia. Journal of International Food & Agribusiness Marketing, 26(2), pp. 107-124.
- Arsil, P. Li, E., Bruwer, J. and Lyons, G. (2014b). Exploring Consumer Motivations towards Buying Local Fresh Food Products: A Means-End Chain Approach. British Food Journal, 116(10), pp. 1533-1549.
- Arsil, P., Li, E. and Bruwer, J. (2016). Using Means-End Chain Analysis to Reveal Consumers' Motivation for Buying Local Foods: An Exploratory Study. Gadjah Mada International Journal of Business, 18(3), pp. 285-300.
- Brown, C. (2003). Consumers' Preferences for Locally Produced Food: A study in Southeast Missouri. American Journal of Alternative Agriculture, 18(4), pp. 213-224.
- Brozzi, R., Stawinoga, A. E., Hoffmann, C. and Streifeneder, T. (2016). Determinants of Local Food Purchase: Insight from a Consumer Survey in South Tyrol (Italy). Socio.hu, 4(Special Issues in English), pp. 99-115.
- Bruhn, C. M., Vossem, P. M., Chapman, E. and Vaupel, S. (1992). Consumer Attitudes toward Locally Grown Produce. California Agriculture, 46(4), pp. 13-16.
- Central Bureau of Statistics. 2010. Regulation No. 37 of 2010 regarding Classification of Rural and Urban Areas in Indonesia (Peraturan Kepala Badan Pusat Statistik No. 37 Tahun 2010 tentang Klasifikasi Perkotaan dan Perdesaan di Indonesia). Jakarta: Statistics Indonesia.
- Chambers, S., Lobb, A., Butler, L., Harvey, K. and Traill, W.B. (2007). Local, National and Imported Foods: A Qualitative Study. Appetite, 49(1), pp. 208-213.
- Cholette, S., Özlük, Ö., Özşen, L. and Ungson, G.R. (2013). Exploring Purchasing Preferences: Local and Ecologically Labelled Foods. Journal of Consumer Marketing, 30(7), pp. 563-572.
- Conner, D., Colasanti, K., Ross, R.B. and Smalley, S.B. (2010). Locally Grown Foods and Farmers Markets: Consumer Attitudes and Behaviors. Sustainability, 2(3), pp. 742-756.
- Darby, K., Batte, M.T., Ernst, S. and Roe, B. (2008). Decomposing Local: A Conjoint Analysis of Locally Produced Foods. American Journal of Agricultural Economics, 90(2), pp. 476-486.
- Feldmann, C. and Hamm, U. (2015). Consumers’ Perceptions and Preferences for Local Food: A Review. Food Quality and Preference, 40(A), pp. 152-164.
- Gallons, J., Toensmeyer, U. C., Bacon J. R. and German G. L. (1997). An Analysis of Consumer Characteristics Concerning Direct Marketing of Fresh Produce in Delaware: A Case Study. Journal of Food Distribution Research, 28(1), pp. 98-106.
- Giraud, G., Amblard, C., Thiel, E., Zaouche-Laniau, M., Stojanović, Z., Pohar, J., Butigan, R., Cvetković, M., Mugosa, B., Kendrovski, V., Mora, C. and Barjolle, D. (2013). A Cross-Cultural Segmentation of Western Balkan Consumers: Focus on Preferences toward Traditional Fresh Cow Cheese. Journal of the Science of Food and Agriculture, 93(14), pp. 3464-72.
- Hair Jr., J.F., Black, W.C., Babin, B.J. and Anderson, R.E. (2009). Multivariate data analysis. 7th Ed. Upper Saddle River: Prentice Hall, 761.
- Henseleit, M., Kubitzki, S. and Teuber, R. (2007). Determinants of Consumer Preferences for Regional Food. In: the 105th EAAE Seminar ‘International Marketing and International Trade of Quality Food Products’, Bologna-Milano: Edizioni Avenue media. pp. 55-67, Available at https://ageconsearch.umn.edu/bitstream/7871/1/ cp070004.pdf, [accessed 12 March 2015].
- Indonesian Agricultural Department. (2010). General guidance: Accelerating Indonesia's local food movement (Pedoman umum: Percepatan gerakan pangan lokal di Indonesia). Jakarta: Indonesian Agricultural Department.
- Kezis, A. S., Gwebu, T., Peavey, S. R., and Hsiang-Tai, C. (1998). A Study of Consumers at A Small Farmers' Market in Maine: Results from A 1995 Survey. Journal of Food Distribution Research, 29, pp. 91-99.
- Lockeretz, W. (1986). Urban Consumers' Attitudes towards Locally Grown Produce. American Journal of Alternative Agriculture, 1(2), pp. 83-88.
- Memery, J., Angell, R., Megicks, P. and Lindgreen, A. (2015). Unpicking Motives to Purchase Locally-Produced Food: Analysis of Direct and Moderation Effects. European Journal of Marketing, 49 (7/8), pp. 1207-1233.
- Mirosa, M. and Lawson, R. (2012). Revealing the Lifestyles of Local Food Consumers. British Food Journal, 114(6), pp. 816-825.
- Moser, R., Raffaelli, R. and Thilmany, D. D. (2011). Consumer Preferences for Fruit and Vegetables with Credence-Based Attributes: A Review. International Food and Agribusiness management Review, 14, pp. 121-142.
- Oppenheim, A.N. 1992. Questionnaire design, interviewing and attitude measurement. London: Pinter Publisher Limited.
- Patterson, P. M., Olofsson, H., Richards, T. J. and Sass, S. (1999). An Emperical Analysis of State Agricultural Product Promotions: A Case Study on Arizona Grown. Agribusiness, 15(2), pp. 179-196.
- Penney, U and Prior, C. (2014). Exploring the Urban Consumer's Perception of Local Food. International Journal of Retail & Distribution Management, 42(7), pp. 580-594.
- Roininen, K., Arvola, A. and Lähteenmäki, L. (2006). Exploring Consumers’ Perceptions of Local Food with Two Different Qualitative Techniques: Laddering and Word Association. Food Quality and Preference, 17(1-2), pp. 20-30.
- Statistics Indonesia. 2016. Statistical yearbook of Indonesia 2015 (Statistik Indonesia 2015). Jakarta: Statistics Indonesia.
- Tey, Y. S., Arsil, P., Brindal, M., Teoh, C. T. and Lim, H. W. (2017). Motivations Underlying Consumers’ Preference for Farmers’ Markets in Klang Valley: A Means-End Chain Approach. Sustainability, 9(11), pp. 1-13.
- Thilmany, D., Bond, C. A. and Bond, J. K. (2008). Going Local: Exploring Consumer Behavior and Motivations for Direct Food Purchases. American Journal of Agricultural Economics, 90(5), pp. 1303-1309.
- Tregear, A. and Ness, M. (2005). Discriminant Analysis of Consumer Interest in Buying Locally Produced Foods. Journal of Marketing Management, 21 (1-2), pp. 19-35.
- Weatherell, C., Tregear, A. and Allinson, J. (2003). In Search of the Concerned Consumer: UK Public Perceptions of Food, Farming and Buying Local. Journal of Rural Studies, 19(2), pp. 233-244.
- World Bank. (2016). Indonesia's urban story. available at
- http://www.worldbank.org/en/news/feature/2016/06/14/indonesia-urban-story [accessed 1 Feb. 2018].
- Zepeda, L. and Deal, D. (2009). Organic and Local Food Consumer Behaviour: Alphabet Theory. International Journal of Consumer Studies, 33(6), pp. 697-705.
- Zepeda, L. and Leviten-Reid, C. (2004). Consumers' Views on Local Food. Journal of Food Distribution Research, 35(3), pp. 1-6.
- Zikmund, W.G. and Babin, B.J. (2010). Essentials of marketing research. 9th edition. Ohio: South-Western Cengage Learning.