LAUSR

Background Local food consumption has the potential to improve the sustainability of current food systems. Objective To identify college students’ perceptions of local food based on a multi-theory model. Study Design, Settings, Participants In this qualitative study, semi-structured individual interviews were conducted. The theory of planned behavior extended with self-identity and the health belief model were used as the framework for interview questions. This study took place at a university in the southeast region of the United States. Purposive sampling was employed to recruit a diverse sample totaling 30 participants, including in-state, out-of-state, and international students. Measurable Outcome/Analysis Behavioral beliefs (advantages and disadvantages), normative beliefs, control beliefs (barriers and facilitators), perceived threats, self-identity and cues to action regarding local food consumption were measured. Interviews were audio recorded and transcribed verbatim. A hybrid inductive and deductive content analysis was used to analyze interview transcriptions. Results Major themes related to behavioral beliefs, normative beliefs, control beliefs, perceived threats, self-identity, and cues to action were identified. Trustworthiness, supporting the local community and economy, freshness, and health benefits were identified as advantages of consuming local food. Perceived disadvantages included the higher price of local food, limited variety, and inconvenience. Major themes related to normative beliefs included approval of family members and friends. Perceived barriers included cost, lack of availability, and lack of information regarding local food, while perceived facilitators included availability and clear advertisement. Poor dietary quality was a major threat. Local food consumers were typically viewed positively, often described as health conscious individuals. Major themes related to cues to action included presentation of information in a variety of forms. In addition, emotion emerged as a new theme that may potentially influence local food consumption. Conclusion The identified themes should be further explored and described when promoting local food consumption among this population. Funding The University of Alabama.