Muy local: Differentiating Hispanic and Caucasian shoppers of locally produced foods in US grocery

The current study reviews consumer purchasing of locally produced foods in retail grocery stores across Hispanic and Caucasian groups in the United States. Six hypotheses were tested via the creation and evaluation of a measurement model within the structural equation modeling process. Results suggested that group differences exist between Hispanic and Caucasian consumers across the constructs of attitudes, perceived product availability, subjective norms, intention to purchase and extent of purchase. Implications for marketing strategies across groups and product categories are provided, along with future research directions.

► Locally produced food shopping in US retail grocery stores was examined. ► Group differences related to ethnicity (Hispanic and Caucasian) were explored. ► Constructs borrowed from the Theory of Planned Behavior were tested. ► Results indicated that group differences existed across a number of constructs. ► Implications to marketers and academics were provided.