Pulse Report: Consumer Understanding of Buying Local

Table of Contents

Table of Contents

List of Figures

Introduction

• Key Findings

Chapter I. Consumer Understanding of Local

• What Buying Local Means to Consumers
• Language Map: Consumer Definitions of Local Products
• Definitions of "Buy Local"

Chapter II. Purchase of Local Products

• Local Products Channels of Purchase
• Influences on Local Shopping, Buying and Dining Out
• Local vs. Organic
• Local vs. Imported Products

Chapter III. Marketing Local

• Local Marketing Influences
• Desire for Greater Variety and Availability of Local Products
• Awareness for Local Brands

Chapter IV. Conclusions

Appendix I. The World Model

• The World of Wellness

Appendix II. Methodology

• Quantitative Methods
• Qualitative Methods

List of Figures

• Figure 1 Percentage of Consumers Who Buy "Locally Produced" Products
• Figure 2 Among Consumers Who Buy Local Products, Segment Percentages Within the World of Wellness
• Figure 3 Percentage of Consumers Who Purchase Locally Produced Products (by Wellness Segments)
• Figure 4 Consumer Definitions of the Term "Local Product"
• Figure 5 Consumer Definitions of the Term "Local Product" (By Wellness Consumers)
• Figure 6 Associations with Term "Local Product" Language Map
• Figure 7 Agreement with Definitions of the Term "Buy Local"
• Figure 8 Channels Most Frequently Shopped to Purchase Locally Produced Products
• Figure 9 Major Influences on Shopping, Buying and Dining Out Locally
• Figure 10 Percentage of Local Products Purchased Believed to be Organic
• Figure 11 Assumptions about Locally Grown Fresh Foods
• Figure 12 Assumptions Made When Buying Local Foods: Always Check to Verify as Organic (By Wellness Consumers)
• Figure 13 When Buying Local Foods: Assume that They are "Close to Organically Grown" (By Wellness Consumers)
• Figure 14 Perceptions of Differences Between Local and Imported Products
• Figure 15 Consumers Prefer Products That Travel Short Distances (By Wellness Consumers)
• Figure 16 Locally Produced Products vs. Imported Products: Preferences for Support of Town, City or Community (By Wellness Consumers)
• Figure 17 Importance of Different Elements of Marketing "Buy Local"
• Figure 18 Importance of the Story Behind a Local Product (By Wellness Consumers)
• Figure 19 Marketing Influences on Shopping, Buying and Dining Out Locally
• Figure 20 Categories Consumers Would Like to See More Variety For Local Products
• Figure 21 Categories Consumers Would Like to See More Variety For Local Products (By Wellness Consumers)