Unpicking motives to purchase locally-produced food: analysis of direct and moderation effects

Memery, Juliet, Angell, Robert ORCID: https://orcid.org/0000-0001-8554-2092, Megicks, Phil and Lindgreen, Adam ORCID: https://orcid.org/0000-0001-7881-7350 2015. Unpicking motives to purchase locally-produced food: analysis of direct and moderation effects. European Journal of Marketing 49 (7/8) , pp. 1207-1233. 10.1108/EJM-02-2014-0075

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Abstract

Purpose This study investigates how attributes associated with local food (intrinsic product quality; local support) motivate purchase behaviour. Previous research assumes heterogeneity in consumer motivation, but this has never been formally assessed. As such, the influence of local food attributes in motivating product use is integrated into a model in which consumer values and personal characteristics/situational variables are specified as moderators. Design/methodology/approach Eight hypotheses are tested using data collected from a quota sample of respondents recruited via an online panel of 1223 shoppers. A three-stage analysis is employed using structural equation modelling (SEM). Moderation effects are tested using both latent interactions and multiple-group analysis. Findings Shoppers purchase local food more frequently as a consequence of local support rather than intrinsic product quality. Unpicking these relationships reveal that local support has an amplified effect when local identity is higher, and when the shopper is female or of an older age (55yrs+). Surprisingly, the influence of intrinsic product quality is equivalent by gender, age and location (rural/urban). Practical implications Marketers promoting locally produced foods should focus on both the intrinsic attributes of local food as well as the role it plays within the local community. The latter is more likely to be successful with communications aimed at women and older consumers. Originality/value With previous studies focusing on how local food attributes influence favourable consumer behaviours, the current study unpicks these relationships by examining heterogeneity in responses. This is the first study to concurrently use attributes, values and personal characteristics/situational variables in explaining shopping behaviour for local food.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Subjects:	H Social Sciences > HD Industries. Land use. Labor S Agriculture > S Agriculture (General)
Publisher:	Emerald
ISSN:	0309-0566
Date of Acceptance:	19 February 2015
Last Modified:	28 Oct 2022 08:26
URI:	https://orca.cardiff.ac.uk/id/eprint/70808

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