The mindful consumer: Balancing egoistic and altruistic motivations to purchase local food

Published on Jan 1, 2018in Journal of Retailing and Consumer Services
· DOI :10.1016/J.JRETCONSER.2017.10.013
Dawn Birch15
Estimated H-index: 15
(BU: Bournemouth University),
Juliet Memery8
Estimated H-index: 8
(BU: Bournemouth University),
Maheshan De Silva Kanakaratne2
Estimated H-index: 2
(BU: Bournemouth University)
Today's more “mindful†consumers’ food consumption decisions are changing as they attempt to balance egoistic and altruistic motivations. This study explores the relative importance of these types of motivations in influencing Australian consumers’ attitudes towards, and purchase frequency of, local food. Factors examined include ethical self-identity, environmental consciousness, health consciousness and food safety. Results indicate egoistic motivations may influence local food consumption decisions more strongly than altruistic motivations. Recommendations for producers and retailers of local food in appealing to more “mindful†consumers suggest more focused marketing and communication strategies, clearer branding and labelling of produce, and training of service staff.
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