What is it about?
There were very few studies on how consumers in developing countries such as Indonesia make local fresh food decisions for daily eating. This paper examines the motivation of Javanese ethnic group in Indonesia when purchasing their local food using means-end chain approach.
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Why is it important?
We provide the similarities and differences in motivation between urban and rural Javanese consumers, the largest ethnic group In Indonesia, when making decisions to buy local food.
Perspectives
There is a paucity of information on local food consumers and their behavior in developing countries. This paper provides information on what motivates consumers behind purchasing local food in Indonesia.
Dr Poppy Arsil
Jenderal Soedirman University
Read the Original
This page is a summary of: Exploring consumer motivations towards buying local fresh food products, British Food Journal, September 2014, Emerald,
DOI: 10.1108/bfj-04-2013-0083.
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