Original scientific paper
https://doi.org/10.1080/1331677X.2020.1782243
Segmentation of local food consumers based on altruistic motives and perceived purchasing barriers: a Croatian study
Željka Mesić
orcid.org/0000-0002-9349-1560
Kristina Petljak
Darija Borović
Marina Tomić
Abstract
This is the first empirical study which has segmented consumers
based on their altruistic motives and perceived barriers in purchasing
local food in a developing country, which has received little
prior research attention and as such, provides a valuable
contribution to the local food research stream. An empirical study
was conducted via an online questionnaire on a sample of 402
Croatian local food consumers. In such a way we identified two
consumer segments: (1) embedded local food consumers and (2)
disinclined local food consumers. Embedded local food consumers
report a significantly higher mean score concerning altruistic
motives and a significantly lower mean score for perceived barriers
in purchasing local food compared to the other segment.
Also, they buy and consume local food more often and put more
emphasis on personal motives, such as freshness, quality, and
taste. Embedded local food consumers are more satisfied with the
current local food supply and are willing to pay higher prices for
local food as compared to disinclined local food consumers. This
empirical study fills the evident research gap in local food literature
regarding altruistic motives and barriers in purchasing locally
produced food.
Keywords
Local food; consumer purchasing behavior; altruistic motives; perceived purchasing barriers; market segmentation; Croatia
Hrčak ID:
301134
URI
Publication date:
31.12.2021.
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