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This paper aims to explore the shopping intention of local products. Using the theory of planned behavior model, the authors study the effect of egoistic and altruistic benefits and the influence of contextual limitations and people’s own limitations on the intention to buy local fresh fruits and vegetables.

This paper uses a sample of 1,200 consumers of a south European city to test the model using a structural equation modeling technique with partial least squares.

Although egoistic benefits have a direct effect on the shopping intention, altruistic benefits have a much higher total effect. Surprisingly, attitude does not influence shopping intention. This paper provides elements that favor the consumption of local products from a more global, social and sustainable perspective.

This paper provides new empirical evidence on the influence of perceived benefits and personal limitations on local food consumption.

Este trabajo explora la intención de compra de los productos locales. Partiendo del modelo de la Teoría del Comportamiento Planificado, estudiamos el efecto que los beneficios egoístas y altruistas y la influencia de las limitaciones contextuales y las propias limitaciones de las personas tienen en la intención de compra de frutas y verduras frescas locales.

Utilizamos una muestra de 1.200 consumidores de una ciudad del sur de Europa para probar el modelo, utilizando modelos de ecuaciones estructurales con mínimos cuadrados parciales.

Aunque los beneficios egoístas tienen un efecto directo en la intención de compra, los beneficios altruistas tienen un efecto total mucho mayor. Sorprendentemente, la actitud no influye en la intención de compra.

Este artículo proporciona nueva evidencia empírica de la influencia de los beneficios percibidos y las limitaciones personales en el consumo de alimentos locales.

这项工作意味着探索本地产品的购物意向。利用计划行为理论模型, 我们研究利己主义和利他主义利益的影响, 以及环境限制和人们自身限制对购买本地新鲜水果和蔬菜的意向的影响。

我们使用一个南欧城市的1,200名消费者的样本, 用部分最小二乘法的结构方程模型技术来检验该模型。

尽管利己主义利益对购物意向有直接影响, 但利他主义利益的总影响要大得多。令人惊讶的是, 态度并不影响购物意向。这篇文章提供了有利于从更加全球化、社会化和可持续的角度消费当地产品的因素。

这篇文章提供了新的经验证据, 说明感知到的利益和个人限制对当地食品消费的影响。

纸张类型 – 研究论文

There is a strong relationship between the changes that society faces and food. The aim of this work is to analyse the differences between generations related to their behaviour towards food.

To characterise people's behaviour towards their food, the authors will use a tool, food-related lifestyles (FRL), which has been widely employed in the literature. To achieve this general objective, the authors are going to break this down into two operational goals. Firstly, the authors will analyse if there exist differences in generations regarding the characteristics which make up their FRL. Secondly, the authors will determine if there is an association between generations and specific FRL. The authors have developed a study of 1,200 consumers.

The results have enabled is to achieve the proposed aims and to describe the behaviour of each generation towards its FRL. There are significant differences in 15 of the 22 dimensions of the LRF analysed according to generations. The authors noted six consumer segments with regard to the FRL and the authors have found a relation between the characteristics which define the generations and their FRL. The findings enable offering implications for the food sector and for society.

Firstly, this research spans the five generations present in the current society. Secondly, most works are centred on how FRL correspond with the consumption of specific products. This paper is dedicated to going thoroughly into the intergenerational similarities and differences regarding their FRL. Thirdly, the FRL tool has been especially applied in the context of Central European and Nordic countries, the USA and South-East Asia. In this work, the authors apply the FRL to a Mediterranean cultural context, Spain, characterised by a Mediterranean diet and by a significant family and social component in the diet.