The Importance of Perceived Proximity in Local Food Mobile Apps

ABSTRACT Demand for locally produced foods is increasing. Thus, mobile apps that help consumers order local foods are more and more common. Research shows that proximity (access-, identity-, production-, and relationship-related) plays a central role in local food consumption. Questions that arise are whether these apps can create proximity between users and producers and whether such perceived proximity improves users’ attitudes toward the app, and intention to continue using it. To test this, we conducted two studies. We ran an online survey using a fictional local food app as well as a field test with consumers of an actual local food app. In both studies, we used the app’s perceived proximity as independent variables, the technology acceptance model (TAM)’s app evaluation as mediators, and consumer attitude toward the app as dependent variable. We found that perceived proximity has an impact on most TAM dimensions. The impact is further differentiated across consumers.