Short answer

To successfully promote local produce, design interventions must tackle both the desire for the product and the practical challenges of obtaining it, focusing on convenience and perceived value.

Field: Innovation & Markets
Source: cIRcle (University of British Columbia) (2015)
Method: Mixed-methods research
Sample: 43 participants (3 residents, 3 experts interviewed; 40 residents surveyed)
Evidence: Moderate effect

Consumers perceive local produce favorably, valuing its freshness, quality, and environmental benefits, yet significant barriers related to physical access and cost prevent widespread adoption. This innovation & markets research insight is drawn from a 2015 study published in cIRcle (University of British Columbia). Using Mixed-methods research with 43 participants (3 residents, 3 experts interviewed; 40 residents surveyed), researchers explored how this design variable affects real-world outcomes. The key design takeaway: To successfully promote local produce, design interventions must tackle both the desire for the product and the practical challenges of obtaining it, focusing on convenience and perceived value.

Study

Innovation & MarketsHigh ImpactModerate effect

Local Produce Perceptions Drive Demand, But Accessibility and Price Remain Key Barriers

Consumers perceive local produce favorably, valuing its freshness, quality, and environmental benefits, yet significant barriers related to physical access and cost prevent widespread adoption.

cIRcle (University of British Columbia) · 2015

Key Findings

01Residents perceive local produce as superior to conventional produce.
02Motivations for buying local include freshness, quality, taste, supporting the local economy, and reduced carbon emissions.
03Barriers to accessing local produce include physical accessibility, higher prices, perceived lack of personal well-being impact, and limited education about its value.
04Residents desire more affordable prices, increased access, and greater education regarding local produce.

Application

Design takeaway

To successfully promote local produce, design interventions must tackle both the desire for the product and the practical challenges of obtaining it, focusing on convenience and perceived value.

How to apply

When developing a new food product or service, research consumer perceptions and identify any logistical or economic hurdles that might prevent uptake. Design solutions that directly address these identified barriers.

Project actions

01When researching a product, don't just ask what people like, ask what stops them from buying it.
02Consider how you can make your product more accessible or affordable for your target audience.

Method & Evidence

AimWhat are community perceptions of local produce, and what barriers prevent access to it?

MethodMixed-methods research

ProcedureConducted interviews with residents and experts, distributed questionnaires to residents, and compiled demographic data to understand community views and challenges regarding local produce.

Sample43 participants (3 residents, 3 experts interviewed; 40 residents surveyed)

ContextCommunity-based market research for local food systems.

Variables

IVCommunity perceptions of local produce, motivations for purchase

DVBarriers to accessing local produce (physical access, price, education)

CVDemographic data of residents

Strengths & Limitations

Strengths

+Utilized a mixed-methods approach to gather diverse insights.
+Provided actionable recommendations for a specific organization (UBC Farm).

Limitations

Small sample sizes can limit the certainty of findings. The study focused on one community, so results might differ elsewhere.

Reliability & validity

The use of interviews and questionnaires provides some triangulation of data, but the small sample size may affect the reliability and generalizability of the findings.

Think critically

To what extent do the identified barriers (accessibility, price, education) outweigh the perceived benefits of local produce for the average consumer?

Design Principles

"Market offerings must align with consumer desires while simultaneously mitigating practical barriers to adoption."

Understanding consumer perceptions and the obstacles they face is crucial for businesses and organizations aiming to promote local products. Addressing these barriers can unlock new market opportunities and foster stronger community connections.

What This Means for Your Design

People like local food but find it hard to buy because it's not easy to get to and costs more. To sell more, make it easier and cheaper, and tell people why it's good.

How to use in your project

1.Use this research to justify investigating market barriers for your own design project.
2.Reference the findings on consumer perception and barriers when discussing the context of your design solution.

Add to My Project

Quick Cite

Paragraph starter

Research indicates that while consumers may hold positive perceptions of products like local produce, significant barriers such as physical accessibility and cost can impede market penetration. Addressing these practical challenges is as critical as highlighting product benefits to ensure successful adoption.

Source

cIRcle (University of British Columbia)

Community perceptions and barriers to accessing local produce in the Dunbar-Southlands

journal · 2015

View source

Questions About This Research

What does the research say about local produce perceptions drive demand, but accessibility and price remain key barriers?: To successfully promote local produce, design interventions must tackle both the desire for the product and the practical challenges of obtaining it, focusing on convenience and perceived value. Evidence: cIRcle (University of British Columbia) (2015).
Why does "Local Produce Perceptions Drive Demand, But Accessibility and Price Remain Key Barriers" matter for design?: Understanding consumer perceptions and the obstacles they face is crucial for businesses and organizations aiming to promote local products. Addressing these barriers can unlock new market opportunities and foster stronger community connections.
How can designers apply this research?: To successfully promote local produce, design interventions must tackle both the desire for the product and the practical challenges of obtaining it, focusing on convenience and perceived value.
What were the main findings?: Residents perceive local produce as superior to conventional produce.. Motivations for buying local include freshness, quality, taste, supporting the local economy, and reduced carbon emissions.. Barriers to accessing local produce include physical accessibility, higher prices, perceived lack of personal well-being impact, and limited education about its value.. Residents desire more affordable prices, increased access, and greater education regarding local produce.
What research method was used?: Mixed-methods research with 43 participants (3 residents, 3 experts interviewed; 40 residents surveyed).
How strong is the evidence?: Evidence strength is rated Moderate effect, based on a 2015 journal from cIRcle (University of British Columbia).
What should I do differently in my next project?: When developing a new food product or service, research consumer perceptions and identify any logistical or economic hurdles that might prevent uptake. Design solutions that directly address these identified barriers.
What are the limitations?: The study was conducted in a specific geographic area and involved a small sample size, potentially limiting the generalizability of findings.