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me
ssa
ges
for
the
dev
elo
Adelaide,
pm
ent
Australia
of
adv
erti
Abstract
sin
g
Purpose The
stra
purpose of this paper
tegi
is to investigate how
es.
consumers from a
developing country
Ori
background such as
gin
make local
alit
Poppy Indonesia
Arsil
and
y/v
fresh food decisions
alu
for daily eating.
Elton Li
e
Design/methodology/
Thi
Sch approach The use of
s
the means-end chain
ool
stu
approach
is
utilized
as
of
dy
a measure of
Agri attributes,
ide
ntif
consequences and
cult
ies
ure, values of locally
the
Foo produced products.
Jav
Findings
For
ane
d
Javanese ethnic group
se
and in Indonesia, save
mot
and health
Win money
ivat
benefits
are
ion
e,
identified views that
s
motivate consumers
Uni
for
their local
vers purchasing
buy
foods.
ity
ing
Research
loc
of
limitations/implicatio
al
Although
Ade ns
foo
investigating
the
laid
ds
largest ethnic groups
and
e,
in Indonesia, the
exa
results
of this study
Adelaide,
Australia
min
cannot be generalized
es
Johan Bruwer
to all Indonesian
the
consumers and a
mot
larger sample needs to
ivat
S
be
studied
to
ion
generalize
the
results
cGraham
Lyons
diff
to
the
wider
ere
Sch population
of
nce
Indonesia.
ool
s
Practical
implications
of
bet
It is better for the
we
Agri Government
to
en
cult
promote local food
rur
ure, policies that is based
al
identified
and
Foo on
motivations
of
urb
d
consumers.
Save
an
and money and health
loc
themes can
atio
Win benefits
be used as the central
ns.
DownloadedbyUNIVERSITYOFADELAIDEAt02:5525September2014(PT)
A
meansend
chain
approa
ch
e,
Universi
ty of
Adelaid
e,
This is providing
views for theM
Government and
individual
businesses use to.
K
e
y
w
o
r
d
s
Buying local
fresh food
products
1533
Received 7 April 2013
Revised 10 July 2013
r Emerald Group
Publishing Limited
0007-070X
DOI 10.1108/BFJBritish Food
Journal 04-2013-0083
l
o
1.
Introduct T
h
ion
Support
for
the
15
34
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B
FJ
11
6,
10
Acc
epte
d 10
July
201
3
l
o
c
a
l
f
o
o
d
s
t
o
d
i
v
e
r
s
if
y
t
h
e
ir
f
o
o
d
c
o
n
s
u
m
p
ti
o
n
.
T
i
m
m
e
r
e
t
a
l.
(
1
9
8
3
,
p
.
6
)
e
x
p
l
a
i
ned that:
Food policy encompasses the
collective efforts of governments to
influence the decision making
environment of food producers,
food
consumers,
and
food
marketing agents in order to further
social objectives.
F
e
e
n
st
r
a
(
1
9
9
7,
p.
2
8
)
e
m
p
h
a
si
z
e
d
t
h
at
:
L
o
c
al
fo
o
d
s
y
st
e
m
s
ar
e
ro
ot
e
d
in
p
ar
ti
c
ul
DownloadedbyUNIVERSITYOFADELAIDEAt02:5525September2014(PT)
Government to be less
successful than might be
expected. Despite renowned
interest in the local food
system, knowledge of the
behaviour of local food
consumers is lacking. The
initial step to understand how
consumers
behave
with
respect to their local foods
may be taken by asking the
question Why do people buy
local foods? Knowledge of
the consumers goals and their
motivations will benefit the
Government and encourage
Indonesian people to consume
more locally grown foods.
This raises the research
question: What motivates the
Javanese people as the major
ethnic group in Indonesia to
purchase
locally
fresh
produce?
In order to investigate
consumers motivation of
locally produced food, meansend chain (MEC) analysis is
employed,
which
is
considered to be an effective
approach for providing a link
between the attributes (A) that
the
product
have,
the
consequences (C) provided by
attributes and personal values
(V)
reinforced
by
consequences which yield a
hierarchy value map (HVM)
(Peter and Olson, 2005;
Reynolds and Gutman, 1988).
Prior studies have produced a
set of A, C and V, that
underpin MEC theory, which
are linked with local foods
(Lind, 2007; Roininen et al.,
2006).
However,
these
attributes
may
differ
significantly with respect to
the personal, social and
cultural views and beliefs
between European and Asian
countries. Hence our study
contributes to local food
research, in terms of providing
empirical knowledge of the
motivation
of
Javanese
consumers towards their local
foods.
2.
Liter
atur
e
revi
ew
2.1
Loc
al
food
syst
em
A
local
food
syst
em
is
root
ed in
a
parti
cula
r
locat
ion
and
aims
at
supp
ortin
g
econ
omi
c
bene
fit
for
farm
ers
and
cons
ume
rs,
prov
idin
g
envi
ron
men
tal
bene
fits
thro
ugh
ecol
o
g
L
o
B
FJ
11
6,
10
DownloadedbyUNIVERSITYOFADELAIDEAt02:5525September2014(PT)
15
36
153
5
d
e
v
e
l
o
p
m
e
n
t
o
f
s
m
a
ll
b
u
si
n
e
s
s
e
s
i
n
o
r
d
e
r
t
o
e
n
h
a
n
c
e
t
h
e
l
o
c
a
l
e
c
o
n
DownloadedbyUNIVERSITYOFADELAIDEAt02:5525September2014(PT)
t
a
n
g
i
b
l
e
a
tt
ri
b
to
ensu
re
the
appr
opri
ate
poli
cy
of
local
food
cons
ump
tion.
2.3
Res
earc
h
que
stio
ns
In
orde
r to
unde
rstan
d the
moti
vati
on
of
Java
nese
peop
le to
buy
their
local
ly
gro
wn
food
s
with
resp
e
c
RQ2.
1537
3
.3
.
M
E
B
FJ
11
6,
10
15
38
Abstract
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RQ1.
b
y
t
h
e
c
o
n
s
e
q
u
e
n
c
e
s
(
V
)
(
P
i
e
t
e
r
s
e
t
a
l.
,
1
9
9
5
).
It
i
s
p
o
s
s
i
b
l
e
t
o
li
n
k
t
h
e
A
C
-
e
n
d
v
s
t
h
e
o
ri
g
i
n
o
f
a
r
e
l
a
ti
o
n
s
h
i
p
c
o
u
l
d
b
e
u
s
e
d
t
o
o
r
d
e
r
t
h
e
m
a
tr
DownloadedbyUNIVERSITYOFADELAIDEAt02:5525September2014(PT)
3.2 Sampling
Multistage random sampling
was used to select respondents
who were food deciders (see
Schiffman and Kanuk, 2010,
p. 353 for a definition) as well
as above 17 years old. A
cluster sample of Javanese
people was selected at the first
stage, then rural and urban
areas were selected that were
based on the criteria identified
by Statistics Indonesia (2005,
p. 10).
Yogyakarta was chosen to
represent the urban-based
respondents of the Javanese
people. This city is the capital
city of the Yogyakarta special
region province and is
renowned as the heart centre
of Javanese culture and art.
The centre of Yogyakarta city
is the Kraton (Sultan Palace)
surrounded by a densely
populated
residential
neighborhood. Yogyakarta is a
heterogeneous city in terms of
ethnicity in Indonesia, but the
Javanese
ethnic
group
dominates the Yogyakarta
population. The Javanese local
language is widely used for
daily communication. Based
on the 2010 census, 388,088
people lived in Yogyakarta
city.
P
urbal
ingg
a
rege
ncy
is
locat
ed in
Cent
ral
Java
prov
ince,
five
hour
s
drivi
ng
by
car
from
Yog
yaka
rta
city.
Purb
aling
ga
rege
ncy
is
domi
nate
d by
Java
nese
peop
le
and
most
of
them
live
in
rural
areas
.
Far
ming
is
the
pred
omin
ant
occu
patio
T
h
F
o
4
.4
.
T
a
1539
BFJ
116,10
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1
5
4
0
fol
lo
The important findings are summarized w.
below:
.
e
x
p
e
n
s
i
v
e is a more tangible
attribute because of its
lower
abstractness
ratio,
whereas
attributes
involving
food
quality,
healthy food, easy
for preparation and
93.7
6.3
50.5
31.6
4.2
4.2
1.1
0
0
1.1
5.3
1.1
13.7
19
46.3
18
3.2
4.2
64.2
29.5
2.1
9.5
25.3
29.5
20.0
14.7
1.1
88.4
1.1
5.3
3.2
2.1
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Attributes
Consequences
Content codes
AR
CI
Healthy food
Inexpensive
Food quality
Easy for preparation and cooking
Good taste
Support for local community
Options
0
0.02
0.05
0.06
0.12
0.20
0.26
0.01
0.11
0.04
0.08
0.02
0.01
0.02
Values
Content codes
AR
CI
Enjoyable food
Can afford
Practical implication of food
Family eats a lot
Save time and energy
Save money
Controlling budget
Good health
Money for other things
Earn money
Time for other things
Social interaction
0.31
0.32
0.43
0.44
0.44
0.49
0.57
0.57
0.6
0.6
0.67
0.75
0.01
0.04
0.01
0.02
0.02
0.11
0.03
0.08
0.09
0.01
0.03
0.01
Content codes
AR
CI
Sense of accomplishment
Warm relationship with family and others
Life satisfaction
Fun and enjoyment of life
Health is the most valuable thing in life
Happy
0.83
0.87
0.96
0.97
1
1
0.04
0.02
0.03
0.03
0.01
0.12
Table II.
The abstractness ratio
(AR) and the centrality
index
(CI)
for
Javanese ethnic groups
in urban area
productsfo
odfreshloc
alBuying
1541
BFJ
116,10
Downloadedby
UNIVERSITYOFADELAIDEAt02:5525September2014(PT)
1542
attributes.
.
Save money (0.11) is the most important consequence, and money for other
things (0.09) and good health (0.08) follow, respectively.
In order to construct the HVM, the cut-off levels from three to five were used. Then,
a cut-off level of five was selected. At this level, the cross-lines were minimum and easy
to interpret. At this level, there were 17 content codes accounting for 55.6 per cent active links and
representing 15 per cent of active cells. Figures 2 and 3 depict the HVM for Javanese urban people
when making a decision for local foods.
When examining the final hierarchy from the viewpoint of the centrality index and the number of
times the linkages are mentioned by consumers, two main themes are detected:
(1)
2.
HVM of
everyday
eating local
F foods for
i Javanese
g people who
u live in urban
r areas at cute off 5
Happy
Life satisfaction
Sense of accom
Family eats
a lot
Save money
0.45
0.40
0.35
0.30
0.25
0.20
0.15
0.10
0.05
0.00
Map legend:
Centrality index:
Linkages (frequency):
2014(PT)
Sense of accomplishment
Buying local
fresh food
products
1543
0.45
0.40
0.35
0.30
0.25
0.20
0.15
0.10
0.05
0.00
Good
health
S
a
Good
taste
Food quality
Healthy
food
Figure 3.
HV
M
of
eve
ryd
ay
eati
ng
loc
al
foo
ds
for
Jav
ane
se
peo
ple
wh
o
live
in
urb
an
Map legend:
DownloadedbyUNIVERSITYOFADELAIDEAt02:5525September
Centrality index:
Linkages (frequency):
Rural
consumers
have lower
level
of
involvement
to
local
foods
because
they have a
simple
means-end
structure
with
less
attributes,
consequenc
es
and
values
compared to
urban
consumers
do.
However,
happy
feeling and
financial
issues (i.e.
save
money and
money for
other
things) are
predominan
t r
vm
ar
ia
bl
e
s
b
ot
h
f
o
r
u
r
b
a
n
a
n
d
r
u
ra
l
re
si
d
e
nt
s.
n
d
e
t
e
n
s
T
h
ov
re
oIn
t
h.
e
r
P
ta
h4
i.
n
gA
sn
I
n
e
x
p
e
n
s
i
v
e
c
a
n
a
f
f
o
r
d
s
a
areas at cut-off 5
DownloadedbyUNIVERSITYOFADELAIDEAt02:5525September2014(PT)
Table
III.
The
abstractness score (AS)
and centrality index (CI)
for rural Javanese people
154
4
1
1
6
,
Food quality
0.09
0.03
Earn money
Time for other things
Money for other things
0.5
0.5
0.52
0.03
0.09
0.15
DownloadedbyUNIVERSITYOFADELAIDEAt02:5525September2014(PT)
Map legend:
Centrality index:
Linkages (frequency):
particula
rly those
who
lived in
central
Java.
Further
0.05 or less,
< 20 connections mentioned,
Save mo
Can aff
Inexpe
20 to 40 connections mentio
m
o
I
t
5
.
T
h
I
n
DownloadedbyUNIVERSITYOFADELAIDEAt02:5525September2014(PT)
Figure 4.
HVM of
everyday
eating
local
foods for
Javanese
who live
in rural
areas at
cut-off 8
BFJ
116,10
1546
Table IV.
Similarities and
differences in terms of
centrality and identified
motivation of Javanese
consumers in rural and
urban locations
DownloadedbyUNIVERSITYOFADELAIDEAt02:5525September2014(PT)
s
of
lo
ca
lly
pr
od
uc
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fo
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A
m
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Jo
ur
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of
A
gr
ic
ult
ur
al
E
co
n
o
mi
cs
,
Vo
l.
90
N
o.
2,
pp
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Buyi
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local
fresh
food
prod
ucts
1549
Further reading
Trobe, H.L. (2001), Farmers markets:
consuming local rural produce,
International Journal of Consumer
Studies, Vol. 25 No. 3, pp. 181-192.
Corresponding author
Dr Poppy Arsil can be contacted at:
poppy74arsil@gmail.com