Predicting college students’ intention to purchase local food using the theory of consumption values

Abstract

ABSTRACT While extensive research has been conducted on local food and consumer behavior, there is little research investigating college students’ intention regarding purchasing local food. The purpose of this study is to examine the factors that motivate college students to purchase local food. The theory of consumption values, which uses five primary values to explain buying behavior, is applied in this study. In addition, this study also identified a significant moderator, place attachment, on the relationship between consumption values and consumers’ behavioral outcomes. The survey was distributed to college students enrolled in a university in the southeastern United States. The results present that emotional, functional, and epistemic values are significantly related to the intention to consume local food whereas social and conditional values are not. Moreover, place attachment significantly moderated the relationship between social value and intention to consume local food. Significant theoretical and managerial implications are discussed.