Published Online:February 2026
Product Name:The IUP Journal of Marketing Management
Product Type:Article
Product Code:IJMM040226
DOI:10.71329/IUPJMM/2026.25.1.76-91
Author Name:Loukham Cathrine and Robita Sorokhaibam
Availability:YES
Subject/Domain:Marketing
Download Format:PDF
Pages:76-91
The study examines the influence of locavorism on consumers’ intention to purchase local food products. It also analyzes how health consciousness, environmental attitude, and community attachment influence locavorism. An online survey instrument consisting of six-point measurement scale and demographics was administered to respondents aged 18 years and above using random sampling technique. Primary data was analyzed by applying appropriate statistical methods, such as frequency and percentage analysis, Confirmatory Factor Analysis, and Structural Equation Modeling. The results found that health consciousness and community attachment influenced locavorism, which in turn significantly enhanced consumers’ intention to buy food products made locally. However, no statistically significant association was found between environmental attitude and locavorism.
In recent times, consumers from different parts of the world have been showing increased interest in locally produced food. Unlike food products that have been shipped from other locations, consuming locally produced food offers a number of benefits, which can be generally categorized into four types: economic, environmental, social, and health benefits (Brain, 2012; Pearson et al., 2011). Economic benefits include retention of money within the community, creation of job opportunities for local people, and development of a resilient local food network that will remain uninterrupted in case of occurrence of any global crisis (Brain, 2012).