Preprint Article Version 1 This version is not peer-reviewed

Does Locally Produced Food Create Loyalty?: An Investigation On Locavore Attitude As Control Variable

Version 1 : Received: 17 March 2017 / Approved: 17 March 2017 / Online: 17 March 2017 (22:05:04 CET)

How to cite: Eroğlu Pektaş, G.Ö.; Yüksel, M.; Durmaz, A. Does Locally Produced Food Create Loyalty?: An Investigation On Locavore Attitude As Control Variable. Preprints 2017, 2017030144 (doi: 10.20944/preprints201703.0144.v1). Eroğlu Pektaş, G.Ö.; Yüksel, M.; Durmaz, A. Does Locally Produced Food Create Loyalty?: An Investigation On Locavore Attitude As Control Variable. Preprints 2017, 2017030144 (doi: 10.20944/preprints201703.0144.v1).

Abstract

ABSTRACT After locavore was chosen as “the best word of the year” in 2007, its popularity increased gradually. Today great number of locavores consciously prefer locally produced food for the benefit of themselves and their community. Undoubtedly this conscious movement has its consequences in marketing discipline. Accordingly, this paper is purposed to examine the how locavore perceptions affect loyalty towards retailers that sell locally produced food. In this context, a survey was applied to people residing in Istanbul and Kocaeli districts to measure the robustness of these effects. Furthermore, attitude towards locavore is used as a control variable to reveal to what extend locavorism affects these proposed connections. According to results, for participants with low attitude, Social Responsibility and Health Consciousness variables have significant effect on local retailer shopping loyalty. However, for participants with high attitude, all independent variables proved to have substantial effect on local retailer shopping loyalty. As the first empirical study in Turkey on the subject, this paper will provide important insight to academia and practicioners due to today’s ever-increasing consciousness in green marketing.

Subject Areas

Locavore, Locally produced foods, Health consciousness, Traceability, Price consciouness, Taste, Social Responsibility.

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