The impact of local food marketing on purchase decision and willingness to pay in a foodservice setting

ABSTRACT

Using survey methodology and experimental design, the current study examines the effects of consumer perception of marketing through the use of signage, product involvement, and willingness to pay on purchase outcomes for locally grown products within a university foodservice setting. Results from the logistical regression models suggest that perception of signage has a larger impact on choosing local food products than product involvement or willingness to pay. Experimental testing showed that when given a choice between local and non-local foods, the average sales for local products were higher than the non-local options, and consumers were willing to pay upward of 10% more for locally grown produce. Implications and future research opportunities are discussed.

KEYWORDS:

• Foodservice
• local foods
• marketing
• product involvement
• purchase intent
• servicescape
• signage
• willingness to pay