Abstract
PurposeThis 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.MethodologyThis 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.FindingsAlthough 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.ValueThis paper provides new empirical evidence on the influence of perceived benefits and personal limitations on local food consumption.
Highlights
The concern for the sustainability of the planet and caring for the environment has become an obligation
We propose the theory of planned behavior (TPB), broadened with moral norms, which acts as a mediator between the benefits and the limitations of local products in the shopping intention
To analyze the measurement model’s reliability and validity the measurement model, recommendations that have appeared in the literature have been followed (Fornell and Larcker, 1981; Henseler et al, 2017)
Summary
The concern for the sustainability of the planet and caring for the environment has become an obligation. In the case of citizens, decisions such as a change of diet, reducing or substituting meat in food, buying products with less packaging or purchasing organic or local food products are examples of the sustainable food trend (Arenas-Gaitan et al, 2020; Chen, 2020). Local products are perceived as products that have been produced close to the consumption area (20–100 miles) (Shin et al, 2016; Jensen et al, 2019). The literature (Bir et al, 2019; Chen, 2020; Kneafsey et al, 2016; Lang et al, 2014; Zepeda and Deal, 2009) has found that local products are perceived as healthier, tastier and that they support the local economy (producers and retailers), as well as reducing transport, minimizing the carbon footprint and aiding the environment (Stanton et al, 2012). People declare their concern for the environment, there is a gap between consumers’ consumption, intention and attitude (Tandon et al, 2020)
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