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The National Agricultural Library is one of four national libraries of the United States, with locations in Beltsville, Maryland and Washington, D.C. It houses one of the world's largest and most accessible agricultural information collections and serves as the nexus for a national network of state land-grant and U.S. Department of Agriculture field libraries. In fiscal year 2011 (Oct 2010 through Sept 2011) NAL delivered more than 100 million direct customer service transactions.

Journal Article

Journal article

Organic and local food consumer behaviour: Alphabet Theory  [2009]

Zepeda, Lydia; Deal, David;

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Semi-structured interviews are conducted to understand why consumers buy organic and/or local foods. The interview findings are consistent with existing theoretical frameworks for explaining environmentally significant behaviour: Value-Belief-Norm (VBN) theory and Attitude-Behaviour-Context (ABC) theory. Findings show that organic food shoppers in particular are motivated by values, beliefs and the creation of norms. However, the interviews indicate that knowledge (K), information seeking (IS) and habit (H) are also important in understanding why consumers choose organic and local foods. Incorporating demographics (D) as well, the resulting VBN-ABC-D-K-IS-H or 'Alphabet Theory' is presented as a new framework to explain organic and local food purchase behaviour.


International journal of consumer studies

ISSN : 1470-6423