Distant But Local: Border-Based Perceptions of Localness and Effects on Food Preference

John Price, University of Oregon, USA
Brandon Reich, University of Oregon, USA
We first introduce and validate the Locavore scale. We then show experimentally that consumers exhibit a “border bias” in which distant (vs. proximal) food is perceived as more local when it is sourced from within their political borders, and how localness perceptions interact with Locavorism to influence food choices.
[ to cite ]:
John Price and Brandon Reich (2016) ,"Distant But Local: Border-Based Perceptions of Localness and Effects on Food Preference", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 754-754.