Professor, Tippie College of Business
Sara Rynes researches the locavore movement, studying what it is that motivates people to buy locally produced food. Her findings show that local food movements thrive in communities with high levels of civic engagement where emphasis is placed on public health and climate-related issues. Markets tend to spring up in places with higher education levels, higher income levels, and more institutions of higher education. However, the people involved in the locavore movement extend across the age spectrum, the political spectrum, and the income spectrum. From 1971, the number of farmers’ markets has risen from near-extinction at 340 to 8,268 in 2014.
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