“It Just Tastes Better When It's In Season”: Understanding Why Locavores Eat Close to Home

Abstract

This qualitative study explored food-related beliefs and attitudes of adults consuming a locally sourced diet. The primary author conducted three audiotaped, 120-minute-long focus groups using the theory of planned behavior as a theoretical framework. Questions were designed to elicit salient behavioral, normative, and control beliefs that modulate an individual's intention to eat a locally sourced diet. The belief that local food is more nutritious and healthful than conventionally grown food is a major motivator for eating a local diet. In addition, the influence of family and significant others is important. Finally, cost and accessibility are perceived barriers to eating locally. Subthemes include inherent trust of local farmers and a moral conscience to eat locally. Future research may include a quantitative evaluation of the findings from these focus groups and analysis of local eating behaviors to determine the nutritional quality of this diet.

Keywords:

• theory of planned behavior
• local food
• focus groups
• farmers' markets
• qualitative

Notes

The authors thank Dr. Chery Smith for her helpful feedback on this article.