**4.1. Objectives**

The growing popularity of local food marketing creates an interesting area of new research. Whereas the majority of previous research is focusing on the demand side, this research aims to bridge the demand to the supply by uncovering bilateral factors affecting the marketing of alternative foods. Further, it is crucial to understand the motives and purchasing patterns of alternative food consumers. This helps to understand the marketing actions and logistics underlying the production and distribution systems of local food products.

Hence, the objectives of the research are:

