The Influencing Factors Of Consumers’ Local Food Purchase Intention

The consumption of local food becomes more and more popular and growing fast in many countries and regions around the world.Government’s support and consumers’preference have led to faster development of local food.Consumers’concern about the safety of global supply chains,especially with the COVID-19 pandemic,have also led to a greater focus on local food.Compared with the rapid development of local food abroad,domestic research in related fields is still in the early stage and lacks further empirical research.In this context,it is of great value to explore domestic consumers’ consumption behavior of local food to supplement relevant research in the field of local food and promote the development of domestic local food.From the perspective of Chinese consumers,this study comprehensively considers China’s economic and social situation,as well as the feasibility of the research question,and explores the factors influencing Chinese consumers’ purchase intention of local food.On the one hand,based on the theoretical model of planned behavior,this paper expands the original theoretical model of planning by adding variables such as consumers’ trust in local food,perceived quality and perceived sustainability.Based on structural equation model,this paper explores the influence and mechanism of trust,perceived quality,perceived sustainability,attitude,subjective norm and perceived behavioral control on consumers’ local food purchase intention.On the other hand,based on structural equation model analysis,this study uses qualitative comparative analysis method to explore the combination effect of influencing factors of local food purchase intention,so as to analyze consumers’ local food consumption behavior more comprehensively.The results show that:(1)the theoretical model of expansion planning behavior in this study has a good explanatory effect,and consumer trust,perceived quality,perceived sustainability and other variables have a significant positive impact on local food purchase intention;Among them,behavioral attitude plays a full mediation between perceived quality,perceived sustainability and local food purchase intention.(2)Consumers of different genders,ages and regions differ in the specific influencing mechanism of local food purchase intention,which is mainly reflected in subjective norms,attitudes and perceived behavioral control.(3)The combination of trust and subjective norms has a higher influence on consumers’ purchase intention of local food.However.if there is only one of them exists,higher requirements are put forward for perceived quality and perceived behavior control.Perceived sustainability had a low impact on local food.On the one hand,this study adds consumer trust,perceived quality,perceived sustainability and other influencing factors to expand the theoretical model of planned behavior,which is applied to explore the influencing factors of local food purchase intention.On the other hand,fuzzy set qualitative comparative analysis method is used to study the combined effects of each influencing factor.It provides a new discovery for the study on the influencing factors of Chinese consumers’ local food purchase intention and has certain theoretical value.Finally,based on the research findings,this study put forward the corresponding suggestions and countermeasures for the local government and food enterprises,to promote development of local food in China which has positive practical significance.