Buying Local : What factors influence consumer behavior toward local food? A case study of bio/local stores in the Province of Liege

Abstract

This thesis investigates the determinants of consumer behavior toward local and organic food products, using attitudes and purchasing patterns in bio/local grocery stores as a case study. Conducted in collaboration with the Ceinture Aliment-Terre Liegeoise (CATL), the study ana- ´ lyzes data from a regional survey of 1,423 respondents in the Liege area. The aim is to un- ` derstand who shops at bio/local stores, how much they spend, and what motivates or prevents engagement with local food systems. The analysis adopts a multi-level approach. It first explores socio-demographic and economic profiles, revealing strong variations in food spending and affordability across household sizes and income levels. Key indicators such as food budget per capita and food budget share of income are examined to assess economic pressure and consumption habits. Several econometric models are used to explain: • The likelihood of shopping at bio/local stores (linear and logit regressions), • The share of household food spending allocated to these stores, • The influence of product types purchased on budget share, • The impact of geographic factors such as local producer density. Findings show that consumers motivated by sustainability, ethical values, and product traceability are more likely to support bio/local stores. Conversely, price sensitivity and conveniencerelated factors act as strong deterrents. Household income, size, and cooking habits also significantly affect food spending patterns. Importantly, a large number of past and non-shoppers express willingness to engage with bio/local options under better pricing and accessibility conditions. The study concludes with concrete policy recommendations, emphasizing the need to improve affordability, visibility, and infrastructure for local food. It highlights the importance of using per capita measures in food policy and calls for targeted support to low-income and large households. The results provide valuable insights for both policymakers and local actors aiming to expand sustainable food consumption in Belgium and beyond.