Applying the Theory of Planned Behavior in Local Food Purchasing

Abstract

Consumer support and fondness for the local food system have become more significant in the current decade. Especially after the COVID-19 pandemic, people are more supportive of this system. Research shows that these shifts in the trend toward local foods have also influenced the purchase intentions of travelers in tourist destinations. In this context, it is crucial to investigate the traveler’s attitude and purchase intentions toward local foods. Thus, this study uses the Theory of Planned Behavior model to explain travelers’ attitudes and purchase intentions. The study also strives to develop an extended model of the Theory of Planned Behavior by incorporating the traveler’s environmental support and perceptions about local food attributes. A total of 470 responses were collected from the online survey. The research findings indicate that the traveler’s attitude is the primary predictor of their intention to purchase local foods, followed by favorable subjective norms. Additionally, adding the environmental support and perceptions about local food attributes to this model greatly improved the explanatory power of the standard model. The study’s findings will substantially aid in promoting and marketing local foods in tourism destinations, thereby supporting local farmers and sustainable agriculture.

Keywords: Environmental Support, Food Attributes, Local Foods, Perceived Behavioral Control, Purchase Intentions, Subjective Norms

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