What Does 'Buy Local' Mean To Consumers?

To consumers in the U.S. and elsewhere, "buying local"isn't a top priority in and of itself, according to a new study from Communispace.

Instead, localism becomes an important part of a product's overall value proposition when it is perceived by consumers as a means of obtaining "a high-quality, cost-effective, safe and reliable product,"sums up Manila Austin, director of research for Communispace, which employs private online customer communities to generate brand insights for marketers.

The firm used a multi-method online approach to explore the meaning of "buying local"to nearly 1,000 consumers from the U.S., Canada and eight other countries in regions around the globe.

The research confirms that consumers often see local origin or purchasing as a way to get certain product benefits, such as freshness, geographic convenience or good customer service, not just as a way to "do good."It also shows that consumers seek a sense of personal and civic connection to products, brands, manufacturers and retailers.   Download pdf of full report