This paper aims to clarify the consumers’ preferences in locally-grown farm products, such as rice, vegetables, and fruits. From the viewpoint of ensuring sustainable consumption and production patterns compatible with SDGs, local food production and consumption will be required more than ever before. The results of this study show that consumers’ preferences depend on the product in question. For example, the most important characteristic is “taste” for rice, and “price” for vegetables and fruits. It is also revealed that consumer is not aware of supporting local environmental benefits through purchasing locally-grown food. The implication here is there is a potential for promoting locally-grown foods. As a reflection of consumers lifestyle recently, it is statistically shown that high health consciousness urges consumers to buy vegetables, rather than rice and fruits.
SDGs seek a plan of action to transform everyone into a sustainable society. One easy action is to strengthen consumers’ purchase of locally-grown food products. The findings of this study also offers suggestions for formulating effective strategies for promoting locally-grown food products.
