Abstract
The consumption of local agricultural products boosts the regional economy and employment whilst preserving the rural landscape and environment. In this research, the background of local wine consumption behaviour will be studied, using an extended model of the Theory of Planned Behaviour. Partial least squares structural equation modelling (PLS–SEM) was used to test the hypotheses. The study was conducted in the Canary Islands with a sample of 762 people. The results confirmed a relationship between intention and perceived behavioural control. Furthermore, the ethnocentric personality was found to have a positive influence and the cosmopolitan personality a negative influence. The personal norm and place identity were also confirmed to be related to attitudes towards such behaviour. This study contributes to the literature by adding constructs to this theory that are relevant to local wine consumption. It also addresses the implications for those involved in the marketing of local products.
Highlights
Wine Consumption Intention andIn recent years, consumer interest in local foods has gradually increased due to consumers perceiving them as products with a wide range of benefits [1,2,3]
One key factor has been the capacity that this has brought about to improve the sustainability of the food system [4], helping to protect the local economy and jobs [5,6], preserve the rural landscape and environment [7], and reduce the use of fuel and the environmental impact associated with transporting food around the globe [8,9,10], among other things
Subjective norms has turned out to be a factor that has an influence on local wine consumption intention, coinciding with the findings of the majority of studies that looked into this dimension, such as the work of Capitello et al [30]; St James and Christodoulidou [50], Thompson and Vourvachis [51], van Zanten [52] and Scuderi et al [26]
Summary
Wine Consumption Intention andIn recent years, consumer interest in local foods has gradually increased due to consumers perceiving them as products with a wide range of benefits [1,2,3]. Studies by Rainbolt, Onozaka and McFadden [11] and Robinson and Smith [12] successfully applied the Theory of Planned Behaviour (hereinafter TPB) [13] to predict behaviour when choosing local foods. Other studies focusing on this subject have added constructs to the TPB to explain a greater variation in personal conduct [14,15] or have relied on the Social Identity Theory (hereinafter SIT) [16,17] to explain consumer behaviour [18,19]. What has not yet been devised is a model that includes both of these theories to predict the consumption of local products, reinforced with influential constructs of the ethnocentric and cosmopolitan consumer personality
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