Exploring Consumers’ Locavorism Through the Lens of Attitude: Empirical Study of Myanmar Market
DOI:
https://doi.org/10.31098/hsc.v2i1.2645Keywords:
Locavorism, Attitudes,Purchase intentionAbstract
As a growing concept of consumer ideology, locavorism is a well-known topic in consumer research. The preference for local food consumption is a crucial issue that is actively discussed at the stage of consumer and sociology research from different perspectives. Therefore, this study explores the locavorism of consumers through the lens of attitudes in Myanmar. There were two specific research objectives in this study: 1) to analyze the effect of locavorism on consumers’ attitudes in the Myanmar market and 2) to examine the effect of attitude on consumers’ purchase intention in the Myanmar market. This study mainly used an explanatory research approach. For data collection, a survey method was employed in this study. For the hypotheses testing, descriptive statistics and multiple linear regression were applied as the major data analysis techniques in this study. According to the result of the empirical analysis, only one of the three attributes of locavorism has a positive and significant effect on attitude. Moreover, attitudes have a positive and significant effect on purchase intentions. Based on the research findings, some major recommendations for both literature and the practical world are made in this study. Among them, local food brands should promote their brand identity by identifying how the consumption of local foods develops the local community economy, as well as in their marketing campaigns. Finally, creating positive attitudes toward local foods that well shape highly intentions to buy local foods because attitudes and purchase intentions are positively related.
References
Carreras-Simó, M., Codinach-Segura, S., Filimon, N., & Fusté-Forné, F. (2023). Exploring Consumer
Preferences for Local Food: The Case of Traditional Coastal Fishmongers in Costa Brava
(Catalonia, Spain). Journal of Agriculture and Food Research, 11, 100527.
https://doi.org/10.1016/j.jafr.2023.100527
Charney, M. W. (2009). A History of Modern Burma. Cambridge University Press.
https://eprints.soas.ac.uk/6118/1/9780521852111_excerpt.pdf
Choi, J., Park, J., Jeon, H., & Asperin, A. E. (2021). Exploring Local Food Consumption in Restaurants
Through the Lens of Locavorism. Journal of Hospitality Marketing & Management, 30(8), 982-
https://doi.org/10.1080/19368623.2021.1923608
Cochran, W. G. (1942). Sampling Theory When the Sampling-Units are of Unequal Sizes. Journal of
the American Statistical Association, 37(218), 199-212.
https://doi.org/10.1080/01621459.1942.10500626
Costanigro, M., Kroll, S., Thilmany, D., & Bunning, M. (2014). Is it Love for Local/Organic or Hate for
Conventional? Asymmetric Effects of Information and Taste on Label Preferences in an
Experimental Auction. Food Quality and Preference, 31, 94-105.
https://doi.org/10.1016/j.foodqual.2013.08.008
de Luna, E. B. (2023). An Assessment of the Communication Management System (CMS) of Midway
Humanities, Society and Community
Colleges. Humanities, Society, and Community, 1(1), 18-27.
Dewi, L. S., & Barkah, R. (2024). Analyzing The Impact of Online Marketing on Students’ Purchase
Decisions on Shopee E-Commerce in Tasikmalaya, Indonesia. Applied Quantitative
Analysis, 4(2), 51–67. https://doi.org/10.31098/quant.2440
Esvandiari, M., Susan, M., Mulyaningsih, H. D., Oktini, D. R., & Nurhayati, N. (2023). The Effect of Eco-
Friendly Packaging on Purchase Intention with Consumer Perception as an Intervening
Variable. International Journal of Entrepreneurship and Sustainability Studies, 3(2), 62-79.
https://doi.org/10.31098/ijeass.v3i2.1818
Feldmann, C., & Hamm, U. (2015). Consumers’ Perceptions and Preferences for Local Food: A
Review. Food Quality and Preference, 40, 152-164.
https://doi.org/10.1016/j.foodqual.2014.09.014
Fitzgerald, K. J. (2016). Thinking Globally, Acting Locally: Locavorism and Humanist
Sociology. Humanity & Society, 40(1), 3-21. https://doi.org/10.1177/0160597615619273
Gesmundo, S. (2023). Self-Objectification as a Moderating Variable Between Online Dating
Applications Use and the Mental Well–Being of Filipino Young Adults. Humanities, Society, and
Community, 1(1), 28-44. https://doi.org/10.31098/hsc.v1i1.1587
Jekanowski, M. D., Williams, D. R., & Schiek, W. A. (2000). Consumers’ Willingness to Purchase
Locally Produced Agricultural Products: An Analysis of an Indiana Survey. Agricultural and
Resource Economics Review, 29(1), 43-53. https://doi.org/10.1017/S1068280500001428
Jost, J. T., Nosek, B. A., & Gosling, S. D. (2008). Ideology: Its Resurgence in Social, Personality, and
Political Psychology. Perspectives on Psychological Science, 3(2), 126-136.
https://doi.org/10.1111/j.1745-6916.2008.00070.x
Khalil, M. I. (2023). Sustainable Environment: Green Human Resource Management Practices and
Green Organisational Behaviour in Pakistani Hotels. Humanities, Society, and Community, 1(1),
-17. https://doi.org/10.31098/hsc.v1i1.1450
Kim, S. H., Huang, R., & Kim, S. (2022). Exploring Advertising Strategy for Restaurants Sourcing
Locally: The Interplay of Benefit Appeal and Regulatory Focus. Journal of Hospitality and
Tourism Management, 50, 127-138. https://doi.org/10.1016/j.jhtm.2022.01.009
Mercier, A. P., Rochefort, G., Fortier, J., Parent, G., Provencher, V., Lemieux, S., & Lamarche, B. (2022).
Development and Validation of a Short Questionnaire Assessing the Behavior of Local Food
Procurement in Québec, Canada. Current Developments in Nutrition, 6(9), nzac097.
https://doi.org/10.1093/cdn/nzac097
Miniard, P. W., & Cohen, J. B. (1981). An Examination of the Fishbein-Ajzen Behavioral-Intentions
Model's Concepts and Measures. Journal of Experimental Social Psychology, 17(3), 309-339.
https://doi.org/10.1016/0022-1031(81)90031-7
Ndini, A. S., & Agustini, P. M. (2024). Digital Marketing Strategy Analysis “Lagoon Avenue Mall”
Toward Sustainable Development Goal 5 (Case Study at Lagoon Avenue Mall Sungkono
Surabaya). Humanities, Society and Community, 1(2), 46.
https://doi.org/10.31098/hsc.v1i2.2364
Peña-García, N., Gil-Saura, I., Rodríguez-Orejuela, A., & Siqueira-Junior, J. R. (2020). Purchase
Intention and Purchase Behavior Online: A Cross-Cultural Approach. Heliyon, 6(6).
https://www.cell.com/heliyon/fulltext/S2405-8440(20)31128-2
Prentice, J. (2006). Full Moon Feast: Food and the Hunger for Connection. Chelsea Green Publishing.
https://www.chelseagreen.com/product/full-moonfeast/?
srsltid=AfmBOooPCbiESYZGXiiwEu15u0KR3RUu6JaJTDXiaKbQjXCT24KB_Q-e
Reich, B. J., Beck, J. T., & Price, J. (2018). Food as Ideology: Measurement and Validation of
Locavorism. Journal of Consumer Research, 45(4), 849-868.
https://doi.org/10.1093/jcr/ucy027
Humanities, Society and Community
Reich, T., Kupor, D. M., & Smith, R. K. (2018). Made by mistake: When Mistakes Increase Product
Preference. Journal of Consumer Research, 44(5), 1085-1103.
https://doi.org/10.1093/jcr/ucx089
Salnikova, E., & Grunert, K. G. (2020). The Role of Consumption Orientation in Consumer Food
Preferences in Emerging Markets. Journal of Business Research, 112, 147-159.
https://doi.org/10.1016/j.jbusres.2020.03.006
Selth, A. (2015). Burma (Myanmar) Since the 1988 Uprising: A Select Bibliography (2nd Ed). Griffith
Asia. https://www.griffith.edu.au/__data/assets/pdf_file/0030/408981/Burma-Uprising-2edweb-
Strangio, S. (2024, September 4). Myanmar’s Border Trade with China and Thailand has Collapsed.
The Diplomat. https://thediplomat.com/2024/09/myanmars-border-trade-with-china-andthailand-
has-collapsed/
Vagneron, I., Myint, T., Biénabe, E., & Ferrand, P. (2018). How do Consumers in Myanmar Buy, Cook,
Eat and Think About Food and Why does it Matter. open-library.cirad.fr. https://openlibrary.
cirad.fr/files/2/2413__Policy_Brief_consumer_study_Myanmar_Final.pdf
Varman, R., & Belk, R. W. (2009). Nationalism and Ideology in an Anticonsumption
Movement. Journal of Consumer Research, 36(4), 686-700. https://doi.org/10.1086/600486
Zepeda, L., & Deal, D. (2009). Organic and Local Food Consumer Behaviour: Alphabet
Theory. International Journal of Consumer Studies, 33(6), 697-705.
https://doi.org/10.1111/j.1470-6431.2009.00814.x
Zhang, T., Chen, J., & Grunert, K. G. (2022). Impact of Consumer Global–Local Identity on Attitude
Towards and Intention to Buy Local Foods. Food quality and preference, 96, 104428.
Downloads
Article Metrics
- 0 times
- 0 times
Published
Citation Check
Issue
Section
License
Copyright (c) 2024 Humanities, Society, and Community
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Content Licensing, Copyright, and Permissions
1. License
Humanities, Society, and Community (HSC) has CC-BY NC as the optimal license for the publication, distribution, use, and reuse of scholarly work for non-commercial purpose. The non-commercial use of the article will be governed by the Creative Commons Attribution license as currently displayed on Creative Commons Attribution-NonCommercial 4.0 International License
Creative Commons License
2. Author’s Warranties
The author warrants that the article is original, written by stated author(s), has not been published before, contains no unlawful statements, does not infringe the rights of others, is subject to copyright that is vested exclusively in the author and free of any third party rights, and that any necessary written permissions to quote from other sources have been obtained by the author(s).
3. User Rights
Humanities, Society, and Community (HSC) objective is to disseminate articles published are as free as possible. Under the Creative Commons license, this journal permits users to copy, distribute, display, and perform the work for non-commercial purposes only. Users will also need to attribute authors and this journal on distributing works in the journal.
4. Rights of Authors
Authors retain the following rights:
Copyright, and proprietary rights relating to the article, such as patent rights. The right to use the substance of the article in future own works, including lectures and books, The right to reproduce the article for own purposes, The right to self-archive the article, the right to enter into separate, additional contractual arrangements for the non-exclusive distribution of the article's published version (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal (Humanities, Society, and Community).
The author has a non-exclusive publishing contract with a publisher and the work is published with a more restrictive license, the author retains all the rights to publish the work elsewhere, including commercially, because she/he is not subject to the conditions of her / his own license, regardless of the type of CC license chosen.
5. Co-Authorship
If the article was jointly prepared by other authors, the signatory of this form warrants that he/she has been authorized by all co-authors to sign this agreement on their behalf, and agrees to inform his/her co-authors of the terms of this agreement.
6. Termination
This agreement can be terminated by the author or Humanities, Society, and Community (HSC) upon two months’ notice where the other party has materially breached this agreement and failed to remedy such breach within a month of being given the terminating party’s notice requesting such breach to be remedied. No breach or violation of this agreement will cause this agreement or any license granted in it to terminate automatically or affect the definition of Humanities, Society, and Community (HSC).
7. Royalties
This agreement entitles the author to no royalties or other fees. To such extent as legally permissible, the author waives his or her right to collect royalties relative to the article in respect of any use of the article by This agreement can be terminated by the author or Humanities, Society, and Community (HSC) upon two months’ notice where the other party has materially breached this agreement and failed to remedy such breach within a month of being given the terminating party’s notice requesting such breach to be remedied. No breach or violation of this agreement will cause this agreement or any license granted in it to terminate automatically or affect the definition of Humanities, Society, and Community (HSC) or its sublicense.
8. Miscellaneous
Humanities, Society, and Community (HSC) will publish the article (or have it published) in the journal if the article’s editorial process is successfully completed and Humanities, Society, and Community (HSC) or its sublicensee has become obligated to have the article published. Humanities, Society, and Community (HSC) may conform the article to a style of punctuation, spelling, capitalization, referencing and usage that it deems appropriate. The author acknowledges that the article may be published so that it will be publicly accessible and such access will be free of charge for the readers.
