...Lina Dagilienė; Viktorija Varaniūtė; Judith Maja Pütter Purpose Taking into account retailers' critical position in the value chain, their sector's economic significance and environmental externalities, in addition to the institutional agenda, this paper aims to explore the drivers influencing...

.... Alternatively, key drivers were identified as freshness, health benefits and improved quality. Research limitations/implications – The findings are limited with respect to the lack of male participants and younger consumers (pre 45 years old) within the sample whose perceptions of local food may differ...