Consumer Perceptions of Local Food Through a Multidimensional Proximity Approach

Abstract

A theoretical framework is developed to better understand consumer perceptions of local food through a multidimensional proximity approach. While local food is frequently defined by its geographical closeness, such definitions often overlook its emotional, relational, and value-driven aspects. In response to this gap, we build on Eriksen’s (2013) proximity theory—encompassing geographic, relational, and value proximity—and integrate insights from construal level theory (CLT), which explains how psychological distance influences consumer thinking and decision-making. The conceptual model was constructed by combining findings from the literature with exploratory qualitative research (Laszlo and Wahlen, 2024). It organizes consumer-relevant attributes of local food into three broad categories: systematic benefits (such as sustainability and innovation), region- or culture-specific attributes (such as identity and tradition), and trust-related factors (such as perceived quality and transparency). These categories are then linked to the three proximity dimensions. Value proximity relates to perceived product benefits, including health, quality, and environmental impact. Relational proximity reflects interpersonal trust and social connectedness, while geographic proximity emphasizes spatial closeness and local identity. By clearly delineating these dimensions and their associated consumer perceptions, this framework contributes to theoretical clarity in local food studies and offers practical guidance for marketing, policymaking, and food system design. It provides a refined lens to explore and communicate the complex values consumers associate with local food.