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Purpose: This study aims to focus on local food consumption and specifically seeks to explore how consumers construct the meaning of local food and the nature of relationships between key influences on the local food purchase intention. Design/methodology/approach: A two-stage qualitative methodology was adopted consisting of five focus group discussions and 25 semi-structured interviews with consumers in Northern Ireland. Focus groups explored consumer meanings of local food. Semi-structured interviews sought to explore in more depth the inter-relationships between the influences on the purchase intention and the role of moral norms. Findings: Five key influences on the purchase intention are identified (quality attributes, experience and familiarity, emotional attributes, the setting, support for the local economy). These influences are connected with a range of self-interest, altruistic and moral factors. Research limitations/implications: This study was undertaken in a specific geographical setting and thus the generalisation of the findings is limited. Future research should ascertain the views of stakeholders (producers and retailers) to provide multi-actor constructions and understandings of local food. Practical implications: There are a number of practical implications for marketers from this study that provide considerable scope to differentiate local food products. A more nuanced understanding of consumer motivations and their understanding of local food will help marketers to develop brand image linked to the themes identified here such as product familiarity and rural connections. Furthermore, the local food servicescape or setting should be managed carefully to construct an emotional attachment and positive consumer experience, whilst promoting trust and perceptions of quality. Originality/value: Previous studies on local food consumer behaviour have considered the influences on local food consumer behaviour in quite binary terms (self-interest and altruistic factors). This study unpicks the key influences on the purchase intention, based on a thematic analysis, and proposes a new categorisation and set of interrelationships around five key themes. [ABSTRACT FROM AUTHOR]

Publicly-funded programmes of business support are important vehicles for rural development, and over the last two decades, group-based models of business support have become popular, in which dedicated advisors work with small firms in groups, rather than one-to-one mentoring. A fundamental goal of such programmes is to foster enhanced inter-firm knowledge exchange and learning, and improved firm resilience and innovation, through the development of collective trust amongst participants,. Although many studies have investigated the evolution of trust, including in a rural context, to date most research has focused either on the macro-institutional level, or the micro-personal level, with relatively little exploration of how meso-level collective trust may be encouraged amongst groups of participants in rural business support programmes. This paper addresses the gap by exploring the development of collective trust within two group-based rural business support programmes in Northern Ireland. The study reveals that programme design features and the interpersonal style of advisors combined to shape clients' trust in the programmes and their sponsoring institutions, as well as influencing the degrees of goodwill and camaraderie within the client groups themselves. • Personal and institutional trust provide an explanation of the development of collective trust. • Personal trust and the role of the advisor is a strong determinant of collective trust. • Trust relations may be reignited as core groups revert to earlier network forms. [ABSTRACT FROM AUTHOR]