Locavore Scale

What it measures

A multidimensional scale measuring locavorism as a consumer ideology — the belief system underlying preferences for locally produced food. Developed through a six-study program using survey, experimental, and field methodologies across eight independent samples. The scale captures three core belief dimensions: lionization (perceptions of local food superiority in taste and nutrition), opposition (distrust of and aversion to long-distance food systems), and communalization (motivation to support local food economies and communities). Validated for discriminant validity against hometown bias and anticorporatism, and demonstrates strong predictive validity for local food choice, purchase likelihood, word-of-mouth, evangelism, and meaningfulness responses to food advertising.

Response format

7-point Likert (1 = Strongly Disagree, 7 = Strongly Agree)

Scale items

Lionization

• Locally produced foods just taste better.
• All else equal, there is no taste difference between a locally produced food and one that was shipped from somewhere else. (R)
• Locally produced foods are more nutritious than foods that have been shipped from somewhere else.

Opposition

• I don't trust foods that have been produced by large, multinational corporations.
• Large, global food systems are destined to fail.
• I would go out of my way to avoid buying food from a large retail grocery chain.
• I feel uneasy eating something unless I know exactly where it was produced.

Communalization

• Buying locally produced foods supports sustainable farming practices.
• Buying local foods helps build a more prosperous community.
• I like to support local farmers whenever possible.
• Supporting the local food economy is important to me.

Full scale items shown. Always cite the original source when using this scale in research.

Usage notes & scoring

The L-O-C framework reflects three mutually reinforcing belief dimensions: Lionization (local foods have superior taste/nutrition), Opposition (distrust of large-scale, long-distance food systems), and Communalization (value of supporting local food economies and communities). One item in the Lionization subscale is reverse-coded (Lion2R). The scale is a reflective measure — being a locavore is theorised to cause agreement with items, not vice versa. Demonstrated known-group validity: local co-op shoppers scored significantly higher than national chain shoppers. The full 11-item composite and individual subscales can each be used independently. Correlated moderately with consumer ethnocentrism (r = .33), environmental concern (r = .30), community values (r = .41), and local retailer loyalty (r = .53), but remains a distinct construct. Test–retest reliability over six days: r = .78 (full scale), all subscale rs > .60.

Recommended companion scales

Citation

Reich, B.J., Beck, J.T., & Price, J. (2018). Food as ideology: Measurement and validation of locavorism. Journal of Consumer Research, 45(4), 849–868.

Keywords