Towards a Typology of Electronic Local Food Consumption

Despite a growing interest among consumers around local food, the availability of local food through online platforms is quite limited (Statista, 2022) and knowledge on how consumers interact with such platforms is still at a relatively early stage. Little is yet known about who uses these platforms, how the platforms influence local food purchase choices, or how they help to promote sustainable food practices. Research that develops a greater understanding of local food e-consumers is thus timely. The aim of this research is to investigate and conceptualise typologies of electronic local food consumption within the UK. The study will employ a mix of secondary research and qualitative methods by gathering data on electronic local food consumption through online selling platforms (LFOSP) in the East Midlands, England and across Northern Ireland. The proposed research will identify and model LFOSPs first before exploring consumption behaviour (drivers and barriers) through semi-structured interviews with food consumers in both regions. A comparative analysis of the regions will be undertaken. The research will aid academic understanding on electronic local food consumption and will help inform future marketing and positioning strategies relating specifically to local food products sold through digital platforms.