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Proximity and confidence in purchasing local food

M. Toukabri, Z. Ghali-Zinoubi


This research work aims to study the antecedents of the purchasing of local food. Therefore, we propose to investigate the proximity effects on confidence and on buying local food intention. The empirical study was conducted among Saudi market, that enabled us to test our research hypotheses and model. Then, proximity with its different dimensions, namely relational proximity and proximity of access, process and identity, helps to develop consumer confidence in a local product. Moreover, we deduct that confidence in a local product can stimulate intention to buy local. This study has enhanced the marketing review associated to local consumption. Moreover, it provides marketers with the real tools to promote local food. Specifically, this work inspects the Arabic culture. Besides, it integrates constructs that may affect the prospects of this market.


Proximity, Confidence, Intention to purchase, Local food.

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