Profiling alternative food system supporters: The personal and social basis of local and organic food support

Consumers appear increasingly interested in how to engage in consumptive practices that lead to a more sustainable food and agricultural system. In this paper, we examine two possible consumptive pathways for achieving sustainability: the purchase of organic foods and/or the purchase of local foods. While there is some debate regarding the integrity and sustainability of organic versus locally produced foods, there is limited information examining the similarities or differences among consumers variably interested in one or the other attribute. Using data from a statewide survey of Ohio, USA, respondents and members of a food cooperative and an environmental and social responsibility organization, a typology is proposed and comparisons are made among different types of local and organic food consumers regarding their attitudes about food, agriculture and the environment. While a large proportion of the survey respondents expressed little or only modest interest in either local or organic foods, distinct groups of respondents interested in primarily the local attribute, primarily the organic attribute, and both attributes are identified. The results reveal similarities and differences across types with the profiles of each type of consumer contributing to a more nuanced view of supporters of these foods that can assist in production decisions, as well as purchasing and marketing decisions among retailers.