Recent Study: Living Local Market - US - April 2013 - MarketResearchReports

TABLE OF CONTENT

SCOPE AND THEMES

What you need to know

Definition

Data sources

Consumer survey data

Abbreviations

Terms

EXECUTIVE SUMMARY

Commercial impacts on local living

Local good purchases may increase as farmers markets become more prominent

Figure 1: Number of farmers markets in the U.S., 1994-2012

Small business struggles may encourage consumers to do more to help

Figure 2: U.S. business firms with fewer than 20 employees, 2004-10

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Local marketers have a challenge to simultaneously position local involvement as conducive to community and personal gain. While helping the local and wider economy and supporting patriotic sentiments are leading drivers of living local, participation in the local market are unlikely to be completely selfless. 

Whether focused on bettering their health or standing out among their peers, Americans who buy and act local are looking for some amount of self-improvement. Those who can meet both their personal and altruistic goals through community activism are likely to give it more value, and as such be willing to pay more of the associated costs.

Some questions answered in this report include:

• What motivates consumers to live local?
• Are local enthusiasts in search of status?
• What are the costs of living local?

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