Motivations to buy local food products according to type of retail channel

While local products can be purchased in various retail channels (direct, indirect, and conventional circuits) most research and studies associate them almost exclusively with the direct-to-consumer channel. The purpose of this study, conducted with 731 consumers in Quebec, is to distinguish the motivations for buying local food products in these different retail channels. We show that consumer motivations are not identical in the three local food retail channels studied. The conventional circuit benefits from a functional motivation higher than that of the direct circuit on the one hand, and from an economic motivation superior to that of the indirect circuit on the other. Our results also suggest that the choice of distribution channel has no effect on consumers’ perception of the quality of local products. This study offers marketers and different local actors, such as producers and public authorities, opportunities to support and increase sales of local products.