Understanding consumer preferences regarding local versus imported food

Abstract

The debate between local and imported food has become a topic for discussion, particularly in a small island like Malta, where both economic and geographical constraints influence the choices, consumers make. The aim of this study is to seek to understand the preferences of the Maltese population, when choosing to buy locally or imported produce and the main factor to make purchasing decisions. A mixed method was used, combining quantitative data which was collected by means of an online survey and qualitative insights obtained from existing literature. The findings show a generally positive approach towards local produce, with consumers preferring locally for the reason that freshness, trust and quality are found more in local produce than imported. However, trends that make consumers opt to buy imported produce are prices, convenience and availability. Malta’s local food sector needs to understand and address the above-mentioned factors that are influencing Maltese consumers, to be in a better position to compete with imported produce.