The Meanings behind Purchasing Local Vegetables by Residents in Kyoto, Japan: Case Studies on Purchasing Behavior toward Local Food Based on Spatial Proximity

Local food movements encompass various criteria for defining “local food,” making it challenging to ascertain the exact meaning considered during actual purchases. This study aims to clarify how spatial proximity influences local food purchasing behavior, making it distinct from other interpretations of local food. To achieve this, we conducted qualitative research involving interviews with five residents of Kyoto about their local vegetable purchases. We analyzed the meanings and purchasing behaviors resulting from the inference that the product’s area matched their residence. Our findings identified two interpretations of product area information based on spatial proximity: one from their residential area and the other from the area around the retailer. Both interpretations led to positive purchasing patterns (consisting of meaning and object), although those based on local specificity often resulted in a luxury image and reluctance to purchase. These findings suggest that local food purchasing patterns are multi-layered and depend on the contextualized meaning of “local.” Spatial proximity exerts a more positive influence on local food purchases than local branded varieties, especially concerning daily grocery purchases for home cooking. This research contributes to a deeper understanding of consumer behavior toward local food and offers practical insights into the relationship between locality and proximity.