Instagram adoption for local food transactions: A research framework

Several studies have been conducted on the use of social media, such as Instagram for various purchasing intentions, with limited knowledge on its use for buying local food. Therefore, this study aims to develop a research framework to measure potential buyers' perceptions and adoption of Instagram as a platform for purchasing local food. The construct of Perceived Characteristics of Innovation — covering attributes of relative economic advantage, social compatibility, and technical quality of Instagram, was employed to measure the perceptions. The Integrative Literature Review technique was used to review data from peer-reviewed journals. By extrapolating the data, a predictive model of the adoption of Instagram for local food purchasing was constructed. The model also covered the estimation of the salient sub-variables and corresponding indicators for each characteristic, the demographic factors, and the relationship with intention and/or actual purchase/re-purchase of local food. This framework is useful to conduct further research to assess the crucial role of Instagram as social commerce for local food from the perspective of the potential buyers.