By University of Iowa
More Americans than ever before are supporting their local food markets, and it’s not just because they believe the food is fresher and tastes better.
According to a new University of Iowa study, people are shopping farmers markets and joining food coops at record numbers because they enjoy knowing who grows their food. These so-called “locavores” are also driven to eat locally grown produce and meat because their commitment to do so makes them feel a part of something greater than themselves — a community that shares their passion for a healthy lifestyle and a sustainable environment.
For these enthusiasts, supporting the local food movement is a sort of civic duty, an act to preserve their local economy against the threats of globalization and big-box stores.
“It’s not just about the economical exchange; it’s a relational and ideological exchange as well,” said Ion Vasi, an associate professor with a joint appointment in the Department of Sociology and Tippie College of Business at the UI and corresponding author of the study.
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