COVID-19 and the Locavores: Investigating the Drivers of US Consumer Preferences for Apples

This study provides insights and best-practice recommendations for marketing managers in the US food retail sector horticultural industry. An online survey distributed via a crowdsourcing platform 2021 aimed to explore factors that explained intentions of consumers purchase locally grown apples. The Theory Planned Behavior was used as conceptual framework shape proposed model. results emphasize importance behavioral, normative control beliefs important towards attitudes. Subjective norms perceived behavioral were also found be key drivers understanding intention. All concepts, with exception control, significant predictors.