FACTORS BEHIND THE INCREASING POPULARITY OF LOCALLY PRODUCED FOOD – INSIGHTS FROM A REPRESENTATIVE STUDY ON CONSUMER MOTIVATIONS

Abstract

The interest in locally sourced food products is on the rise. Alongside their impact on the local economy and rural development, attention is drawn to their ecological advantages and their present or potential contribution to the growth of rural tourism. Gaining a thorough understanding of consumer preferences and habits is vital for effective marketing efforts, ultimately fortifying the market position of these products. This study unveils partial findings from a representative survey focusing on the incentives behind the consumption of local food products. The creation and widespread promotion of local goods can serve as a catalyst for rural tourism, gastronomy, and overall rural development. Hence, it is crucial to comprehend the motivations and factors that
prompt potential consumers to opt for locally produced food, whether it be on an occasional or regular basis.