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Consumer attitudes and purchasing behaviour with particular reference to local and regional foods - FO0312

Description
Evidence to guide the development of policies to achieve rapid adaptation of the food chain to new market opportunities, with particular reference to local and regional foods.
Objective
1. To characterise and evaluate the local and regional food industry in England and Wales, from the point of view of household and trade buyers, with a view to establishing its magnitude, the underlying driving forces, and the exact nature of the benefits sought from products of this type.
Specifically this will set out to:
(a) Explore and define the construct of ‘local and regional food’, as perceived by consumers and food chain purchasers;
(b) Establish the extent of demand for local and regional foods in the UK based upon current trends and patterns in demand;
(c) Identify the main national and international drivers of, and barriers to, the purchasing of local and regional foods in particular the perceived benefits of foods of this type.
2. To understand the various factors that influence purchasing decisions made by household consumers and trade buyers with regard to local and regional foods, with a view to assessing their relative importance in decision making.
Specifically this will set out to:
(a) Investigate the factors influencing consumers’ decisions relating to local and regional food choice;
(b) Investigate the factors influencing retailers’ decisions relating to local and regional food choice;
(c) Investigate the factors influencing restaurants’ and other food service outlets’ decisions relating to local and regional food choice;
(d) Examine the relationship between attitudes and behaviour with regard to the purchase of local and regional foods in all of the above situations.
3. To identify and synthesise relevant sources of data relating to the consumption and marketing of local and regional foods, with a view to providing a resource for the development of appropriate market offers by producers and processors.
Specifically this will set out to:
(a) Identify extant sources of data relating to the acquisition and use of local and regional foods;
(b) Propose how these sources can be synthesised into a resource to be used by producers and processors and supporting agencies to promote the efficiency of the sector;
(c) Recommend an appropriate format and media for the effective and regular dissemination of relevant market(ing) and consumer data to local and regional food producers.
4. To inform future commercial and public policies in the local and regional food sector with a view to improving the viability and efficiency of suppliers, and ensuring that additional environmental and social benefits are achieved.
Specifically this will set out to:
(a) Propose how the benefits of local and regional foods can best be promoted to consumers and the trade, utilising the media and opinion leaders where appropriate;
(b) Translate identified benefits of local and regional food choices into practical methods which food producers and providers can use to promote and distribute their products.

(c) Harness the study’s results as underpinning for public policy recommendations on promoting the production and consumption of sustainable local and regional foods.
Project Documents
• Final Report : Consumer attitudes and purchasing behaviour with particular reference to local and regional foods   (226k)
• Final Report - Annex : Consumer attitudes and purchasing behaviour with particular reference to local and regional foods   (1496k)
Time-Scale and Cost
From: 2007

To: 2008

Cost: £135,379
Contractor / Funded Organisations
University of Plymouth, Social Research and Regeneration Unit
Keywords
Environmental Performance              
Food and Drink              
Food Chain              
Food manufacturing industry              
Local Environmental Quality              
Fields of Study
Resource Efficient and Resilient Food Chain