How The Concept Of Buying Local Products Impact Organic Food Products Purchasing Desicions In Emerging Markets: A Theoretical Perspective

Abstract

Abstract

There is a growing demand for organic food products, given consumers are gaining interest in preserving their health and the environment. Many researchers have assessed the changing attitudes towards organic products. Additionally, the consumption behaviour in emerging markets is shifting to local products. This research aimed to establish if the concept of consuming locally produced products, even if not necessarily certified organic, impacted the intention to purchase locally produced organic food. The specific objectives were to: Examine the consumers’ awareness and perception of the concept of buying locally produced products in emerging markets; Explore consumer preferences and buying behaviour towards locally produced products; and to establish consumers’ preferences towards locally produced organic foods. The study applied the theory of planned behaviour to explore the topic through content analysis of published literature and established a high probability of the ‘buy local build local’ concept impacting positive influences to purchasing local organic foods in emerging markets if marketing imperfections are eliminated. However, the research established a dearth of literature directly covering this topic thus recommends an extensive primary study on the subject.

Keywords: organic food products, buying local, emerging markets.