What contributes to locavorism as a consumer ideology?

Purpose – In this study the authors aim to explore the factors that contribute to the formation of locavorism as a form of consumer ideology. Design/methodology/approach – In this study, the authors adopt an inductive approach by preselecting locavore consumers and conducting 43 semi-structured interviews, following the prescriptions of narrative- enquiry research. Findings – The authors reveal that individual-level (i.e. values, beliefs and experiences) and social-level (i.e. groups, local communities and society) influences and exogenous factors can affect the formation of locavorism. Furthermore, the authors’ findings corroborate the concept advanced by prior studies that reinforcing loops exist among the three belief dimensions of locavorism. Practical implications – Food producers can use these findings to shape their marketing strategies more effectively to target locavore consumers and/or stimulate the consumption of local food. Social implications – Identifying the influences of social- and individual-level factors on the formation of locavorism can contribute to the understanding of demand shifts towards local food consumption. Additionally, by revealing the modes of thought that formulate the ideologies of locavore consumers, the authors offer guidance in the development of policies that can safeguard local economies and traditions and reduce transport pollution and food waste in favour of sustainable local consumption. Originality/value – In the present article the authors explore the psychological and contextual mechanisms that contribute to the formation of locavorism.