ABSTRACT
Research on the consumption of local products is essential to promote sustainability, boost local economies, and preserve cultural identity. Although a positive relationship has been demonstrated between attitude towards local products and consumption determinants, the role of the former as a mediator has not been sufficiently explored. This study examines how the attitude towards local products mediates between consumer ethnocentrism and consumption intention, as well as between place identity and consumption intention. A total of 1325 wine and cheese consumers in the Canary Islands were surveyed using a moderated mediation model, applying PLS-SEM. The results indicate that attitude towards local products mediates the aforementioned relationships but does not moderate them according to the type of local product. Consequently, marketing strategies should focus on the emotional and cultural connection that consumers establish with local products, highlighting their value in terms of identity and belonging.
ABSTRACT
The consumption of local agricultural products boosts the regional economy and employment whilst preserving the rural landscape and environment. In this research, the background of local wine consumption behaviour will be studied, using an extended model of the Theory of Planned Behaviour. Partial least squares structural equation modelling (PLS-SEM) was used to test the hypotheses. The study was conducted in the Canary Islands with a sample of 762 people. The results confirmed a relationship between intention and perceived behavioural control. Furthermore, the ethnocentric personality was found to have a positive influence and the cosmopolitan personality a negative influence. The personal norm and place identity were also confirmed to be related to attitudes towards such behaviour. This study contributes to the literature by adding constructs to this theory that are relevant to local wine consumption. It also addresses the implications for those involved in the marketing of local products.
