A Value-Belief-Attitude Model of Local Food Consumption

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Year : 2025 | Volume :15 | Issue : 01 | Page : –
    By

    Nidhi Sharma,

  1. Assistant Professor, Department of Management Studies, Rukmini Devi Institute of Advanced Studies, Rohini, Delhi, India

Abstract

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The paper explores the Value-Belief-Attitude (VBA) model of local food consumption, investigating how cultural, social, and economic factors influence attitudes toward local food. Key considerations include the importance of regional cuisines, support for local farmers, and the health benefits of fresh, locally sourced produce. The paper also delves into the concept of “locavorism” as a consumer ideology centered around the trustworthiness and benefits of local foods. Additionally, it examines long-term orientation and a “fresh start mindset” as determinants of locavorism, proposing that these future-oriented beliefs may influence consumers’ local food purchasing behavior. In a more practical sense, locavorism can involve choosing food that is grown, raised, such as 100 miles, although the exact distance may vary. This study employs a descriptive research design, using survey data from consumers in Delhi NCR to analyze motivations, preferences, and barriers in local food consumption, with implications for promoting community-oriented food choices and supporting sustainable practices. The results align with existing research on consumer behavior within the pharmacy sector, particularly regarding the importance of trust, quality, and accessibility. The survey findings indicate that the VBA model is an effective tool for understanding the values and beliefs shaping consumer attitudes toward pharmacy franchises. This research contributes to a deeper understanding of consumer decision-making and the potential for encouraging more sustainable food practices through targeted interventions based on the VBA model.

Keywords: Local Food Consumption, food choices, Value-Belief-Attitude, consumer, pharmacy sector

[This article belongs to Omni Science: A Multi-disciplinary Journal (osmj)]

How to cite this article:
Nidhi Sharma. A Value-Belief-Attitude Model of Local Food Consumption. Omni Science: A Multi-disciplinary Journal. 2025; 15(01):-.
How to cite this URL:
Nidhi Sharma. A Value-Belief-Attitude Model of Local Food Consumption. Omni Science: A Multi-disciplinary Journal. 2025; 15(01):-. Available from: https://journals.stmjournals.com/osmj/article=2025/view=0

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Regular Issue Subscription Review Article
Volume 15
Issue 01
Received 06/11/2024
Accepted 27/01/2025
Published 31/01/2025
199