Consumer Perceptions of Groundedness in Local Food
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2025-07-02
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en
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Abstract
This study investigates how different direct-to-consumer distribution channels shape consumer
perceptions of groundedness when purchasing local food. Groundedness, a concept introduced
by Eichinger et al. (2022), refers to consumers’ emotional connection to people, past, and place.
While prior research has focused primarily on comparing direct-to-consumer and indirect
distribution channels, this study explores variation within direct-to-consumer channels,
specifically, roadside stalls, farm shops and farmers’ markets. In addition, the study examines
whether storytelling format (visual vs. textual) moderates the relationship between distribution
channel and perceived groundedness. A 3x2 between-subject online experiment (N=122) was
conducted in which participants were randomly assigned to one of six conditions. Participants
were shown stimuli representing a specific retail channel and storytelling format, then asked to
rate their perceived connection to people, past and place. Results from multiple regression
analyses reveal that distribution channel significantly affects groundedness: farm shops evoked
particularly strong connections to place, and also scored higher on past compared to roadside
stalls. Farmers’ markets fostered stronger connection to people than roadside stalls. Contrary to
expectations, storytelling format did not significantly moderate these effects. The findings
emphasize that groundedness is a multidimensional construct shaped by retail context, and they
offer actionable insights for marketers and policymakers aiming to strengthen consumer
engagement with local food systems.
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Faculteit der Managementwetenschappen