The Mediating Role of Locavorism in the Effect of Local Food Consumption Value on Intention to Purchase Local Foods

The number of studies exploring attitudes toward local food is limited but growing. This research aims to fill the gap by testing food consumption value as a second-order construct and assessing its impact on attitudes toward local food, locavorism, and the intention to purchase local food. Additionally, the study examines the conditions that may influence the effect of food consumption value. The study sample consists of participants aged 18 and older who consume local food. The research model was analyzed for validity, reliability, and structural relationships using Smart PLS statistical software. The findings indicate that taste and quality values are significant in shaping attitudes toward local food, whereas price and prestige values did not have a positive effect on these attitudes. Moreover, the study shows that positive attitudes toward local food increase the intention to purchase it. Lastly, the elements of lionization and communalization were found to reinforce both positive attitudes toward local food and purchase intentions, while the element of opposition did not demonstrate this effect.