FACTORS AFFECTING THE PURCHASE OF LOCAL AGRICULTURAL COMMODITIES

The government is trying to encourage more local agricultural commodities to be absorbed by the market. One of them is by encouraging consumers to buy more locally- produced food. This is expected to provide economic, environmental, and social benefits for local people, leading to more sustainable consumption. This study looks at the factors that influence the purchase of local agricultural commodities. By reviewing the literature on similar studies conducted, this study found the Theory of Planned Behavior is often used to test the purchasing behavior of local agricultural products. Several factors were found to influence the intention to buy local products including those related to perceptions of intrinsic factors such as quality, health, and food safety, and extrinsic factors such as consumer ethnocentrism, concern for the local economy, and environmental impact.