Abstract
In Iran, local capacities have been emphasized in rural development strategies. However, due to the lack of integration of the production sector with other sectors, there are not many successful examples of these activities. One potential solution to address this issue is to encourage consumers to purchase local food products. This study was conducted to investigate the purchasing behavior of local dairy products. Data were collected from 367 respondents. Analyses were performed using structural equation modeling (PLS-SEM). The results show that the functional values of local dairy consumption, including price value, health value, quality value, and taste value significantly influence consumers’ attitudes toward the consumption of rural dairy products. Attitude also affects the purchase behavior of consumers by influencing their purchase intention. This study provides insights to policymakers, planners, and actors of local dairy production and supply through understanding the most basic determinants of local dairy purchasing behavior.
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