Message effectiveness in the local food context
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The local food movement has grown in popularity and might be beneficial both to individuals and communities. Most messaging strategies around local foods incorporate environmental or social elements, however a dominant branding strategy does not currently exist. We uncovered three common factors that were found in several studies on motivators to purchase local foods. These motivating factors were food quality, healthfulness, and support of local farmers. We sought to identify if message frames around these motivations created positive attitudes and behavioral intent to purchase local foods. To ...