Some insights into consumers' motivations for purchasing local food

Abstract: To be more precise, the purpose of the study is to explore issues concerning consumer motivations and buying behaviour in order to answer two key questions, such as, how do consumers’ motivations influence their... [ view full abstract ]

Abstract:

To be more precise, the purpose of the study is to explore issues concerning consumer motivations and buying behaviour in order to answer two key questions, such as, how do consumers’ motivations influence their local food purchasing decision, and how local food choice motives could become an integral part of local food marketing and branding.

A qualitative study will be therefore undertaken to explore an extended TPB (Theory of Planned Behaviour) model using moral norms as a predictive motivating power over and above attitudes, Perceived Behavioural Control (PBC), and Subjective norms. Focusing on the emotional aspects of consumer decision making, moral norms are included in the TPB model, and have been depicted as a feeling of local food consumers through their moral obligations arising from acting in a way that could potentially manifest their principles toward purchasing local food. Seemingly, in the case of local food it could be argued that one’s intention to buy local food could reflect a desire to do something that is morally and ethically right.


Key words: local food, consumer motivations, purchasing behaviour, moral norms, Theory of Planned Behaviour.