Analysis of Factors Affecting Local Fresh Fruit and Vegetable Consumption

This study examines the factors influencing household uptake of fresh fruit and vegetables in the context of local food, defined based on geographical and administrative boundaries. Fresh fruit and vegetables have different marketing channels and methods. Quality, trust and low cost are expected benefits of marketing fresh fruits and vegetables. These benefits can be achieved through accessibility. The local food marketing system is important to increase these benefits in fresh fruit and vegetables. The study is conducted in United State of America (New York, Delaware, New Jersey, North Carolina, Virginia, Maryland, Pennsylvania, District of Columbia). Leveraging 1,246 online surveys, this research delves into determinants of local food system utilization. Participants were culled from a 2,620-strong dataset spanning states, collected between March 7-15, 2021, proportionate to each state's population. Data were scrutinized via binary logistic regression. Results: Reveal that advanced age associates with higher local food system usage, while income: exhibits negligible impact. Evidently, local food systems democratically cater to diverse demographics, aiming to economize future marketing and enhance affordability, thereby explaining income's marginal role. This aligns with local food's social facet exemplified by "Pick Your Own," fostering positive local food system engagement. Conclusion: Interestingly, urban residents exhibit greater proclivity for local food consumption than rural counterparts, indicating urban influence. The study underscores the pivotal role of socio- demographic traits and consumption patterns in disseminating local food systems. To achieve agricultural sustainability and broaden local food adoption, comprehensive, multidisciplinary investigations are imperative.