Buying local food is not a question of attitude: an analysis of benefits and limitations

Abstract

Purpose: 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. Methodology: 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. Findings: 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. Value: This paper provides new empirical evidence on the influence of perceived benefits and personal limitations on local food consumption.