The influence of perceived value and gender on local food consumption intentions in the northeastern cluster of Thailand

ABSTRACT

@#Introduction: Local food, which represents a country’s culture, can be gradually forgotten due tovarious factors. This study investigated the perceived value of local food and the influence of gender on consumer behaviour regarding the intention to eat local food. Methods: A quantitative survey was conducted using random systematic sampling at a fixed periodic interval. A sample of 2,000 consumers from Thailand’s upper northeastern region was chosen. Structural equation modelling was used to assess the relationships between perceived value, attitude towards eating, and intention to eat. Results: The relevant parameters identified the positive influence of perceived value and attitude towards eating behaviour on the intention to eat local food. The factor loading of attitude towards eating behaviour moderated the effect of the perceived value of local food on the intention to eat local food. Females had less perceived value for their intention to eat local food than males did. Conclusion: The perceived value of local food had the greatest positive impact on attitude towards eating behaviour. Moreover, the difference in gender in the eating behaviour of local food showed that females were more likely to control their food consumption than males were. To increase the intention to eat local food, local food vendors should focus on factors that influence attitudes and use food storytelling to increase consumers’ awareness on the benefits of local food.