Young Consumers and the Marketing of Local Food and Drink Products

While research has shown that young consumers generally have favourable attitudes toward local food and drink products only little has translated into actual purchase behaviour. This motivated to examine what are the factors that cause young consumers favour local food and drink products over their global alternatives and also the factors that finally lead them to purchase global products instead. The study aims to fill in the gap in previous research in local food and drink consumption by focusing on the young consumer segment and highlights the importance of marketing in the attempt to change the consumption behaviour of young people.