Cultural perspectives on local and seasonal food: a comparative study of urban consumers in Brazil and Portugal

Purpose This study aims to examine how urban consumers in Brazil and Portugal conceptualise and engage with local and seasonal foods, addressing the lack of cross-cultural empirical evidence comparing the Global South and Southern European contexts in relation to these concepts. Design/methodology/approach A free-word association (FWA) task was used to elicit spontaneous associations from two quota-controlled (for sex, age group, education level and location) samples of Brazilian (n = 1,003) and Portuguese (n = 408) consumers. These projective insights were triangulated with structured items measured on seven-point anchored scales, assessing conceptual definitions, self-reported consumptions and purchasing locations, which allowed for comparison to be made between implicit associations and explicit evaluations, bringing a more robust perspective. Findings Quality and freshness dominated the FWA in both countries for local and seasonal food. Economic meanings diverged: Brazilians associated these with affordability, whereas the Portuguese emphasised trust-based and positive economic aspects. Correspondence analyses revealed clear regional and sociodemographic contrasts: in Brazil, higher-income and educated groups prioritised sensory/safety attributes, while lower-income groups emphasised price; in Portugal, Lisbon residents highlighted health and/or environmental aspects, whereas Porto residents underscored sensory and economic value. Definitions of local food grounded in direct producer ties and traditional markets drew the strongest agreement, evidencing relational proximity. The integrated “local seasonal” concept received weak endorsement, indicating limited communication and understanding. Originality/value By combining projective and structured methods, this study provides novel cross-cultural evidence showing that relational and cultural meanings outweigh geographic metrics in shaping perceptions of local and seasonal food, highlighting the need for context-sensitive strategies to support sustainable food system transitions.