The role of attitude, subjective norm, perceived behavioral control, and moral norm in the intention to purchase local food products

ABSTRACT

The primary purpose of this study is to examine the antecedents to the intention to purchase local food by extending the theory of planned behavior with additional considerations of moral aspects. Structural equation modeling was conducted with a sample group comprising 695 U.S. consumers. The results showed that data fitted the hypothesized model fairly well and explained respondents’ local food purchase intention. Attitude, subjective norm, perceived behavioral control, and moral norm were found to influence consumers’ local food purchase intention directly or indirectly.

KEYWORDS:

• Local food
• moral norm
• structural equation modeling
• theory of planned behavior