Proximity-based antecedents of agricultural producers’ motivations and commitment to adopt local distribution channels: The case of Normandy in France

The integration of local distribution channels (LDCs) by agricultural producers plays a crucial role in regional sustainability and economic development. However, the determinants of producers’ motivations and commitment remain underexplored. This study addresses this gap by applying proximity theory to assess the antecedents influencing Norman producers’ engagement in LDCs. Through an empirical study in Normandy (France), we examine perceived cognitive, social, institutional, organizational, and geographical proximities to determine their relative impacts on producers’ commitment and motivations. Our findings reveal that these are significantly driven by cognitive, s ocial, and i nstitutional proximities, whereas geographical and organizational proximities, although relevant, are less important. Producers engage in LDCs primarily to exchange knowledge, collectively improve their offerings, and contribute to local development rather than being driven by purely economic incentives. This research provides a holistic, quantitative framework for understanding producers’ motivations and commitment, challenging conventional assumptions centered on geographic and organizational proximities. Offering both theoretical and managerial contributions, the proposed predictive model applies to various regional contexts. Meanwhile, decision-makers in Normandy can draw on these insights to develop policies that strengthen producer engagement in LDCs and promote more sustainable food systems.