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Article
Publication date: 7 March 2016

Elisa Giampietri, Adele Finco and Teresa Del Giudice

Investigating the drivers of consumers’ behaviour towards purchasing in short food supply chains (SFSCs) and clarifying their relationships, the purpose of this paper is to test…

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Abstract

Purpose

Investigating the drivers of consumers’ behaviour towards purchasing in short food supply chains (SFSCs) and clarifying their relationships, the purpose of this paper is to test the theory of planned behaviour (TPB) in order to predict the intention and the behaviour under investigation.

Design/methodology/approach

The research includes a literature review of SFSCs. To investigate all the variables (attitudes, subjective norms (SN), perceived behavioural control (PBC) and intention) underlying consumers’ behaviour towards buying in SFSCs, an exploratory survey with a TPB questionnaire and a principal component analysis have been carried out among university students in Italy. Using a system of simultaneous equations, the relationships among variables have been measured.

Findings

Findings illustrate that both attitudinal variables (i.e. sustainability, typicality and loyalty), SN and PBC play a key role in the consumers’ intention, that has a predictive effect on behaviour instead of PBC.

Originality/value

This paper fulfils the purpose to explain and predict post-modern consumers’ preferences towards SFSCs, in order to orient policy strategies to support SFSCs.

Details

British Food Journal, vol. 118 no. 3
Type: Research Article
ISSN: 0007-070X

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