Drivers of local food consumption: a comparative study
Abstract
Purpose
The purpose of this paper is to empirically explore antecedents of local food purchase intention in two food producing countries with different cultural backgrounds.
Design/methodology/approach
An online survey was employed to collect data from consumers located in Chile (n=283) and Australia (n=300). A proposed model is tested with structural equation modelling.
Findings
Attitude towards consuming local food is a strong and direct driver of intentions to purchase local food in both countries. Attitude towards supporting local agri-businesses and consumer ethnocentrism are found to positively impact attitude towards consuming local food in both countries. Attitude towards local agri-businesses also has a direct effect on intentions to purchase local food in Australia, but not in Chile. Interestingly, subjective norms are not found to affect intentions to consume local food in either country.
Research limitations/implications
The paper examines factors affecting the attitude towards and behavioural intention regarding local food consumption and develops an extended model of local food consumption. An outcome of this new model is the inclusion of personal variables, which influence local food purchasing behaviour.
Practical implications
Producers and retailers need to develop campaigns explaining how consuming local food supports local businesses and farmers, which will reinforce personal values associated with local consumption.
Originality/value
This is the first study to demonstrate that positive attitudes towards local foods are important drivers of local food purchase behaviour, independent of the cultural characteristics or level of economic development within a country.
Keywords
Acknowledgements
The authors acknowledge the support of Conicyt for the Research Centre for International Competitiveness, project SOC 1105.
Citation
Bianchi, C. and Mortimer, G. (2015), "Drivers of local food consumption: a comparative study", British Food Journal, Vol. 117 No. 9, pp. 2282-2299. https://doi.org/10.1108/BFJ-03-2015-0111
Publisher
:Emerald Group Publishing Limited
Copyright © 2015, Emerald Group Publishing Limited