A Value-Belief-Attitude Model of Local Food Consumption

Year : 2025 | Volume : 15 | Issue : 01 | Page : 11 18
    By

    Aaditri Jain,

  • Nidhi Sharma,

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

Abstract

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 OmniScience: A Multi-disciplinary Journal ]

How to cite this article:
Aaditri Jain, Nidhi Sharma. A Value-Belief-Attitude Model of Local Food Consumption. OmniScience: A Multi-disciplinary Journal. 2025; 15(01):11-18.
How to cite this URL:
Aaditri Jain, Nidhi Sharma. A Value-Belief-Attitude Model of Local Food Consumption. OmniScience: A Multi-disciplinary Journal. 2025; 15(01):11-18. Available from: https://journals.stmjournals.com/osmj/article=2025/view=196235


Browse Figures

References

  1. Zhang T, Grunert KG, Zhou Y. A values–beliefs–attitude model of local food consumption: An empirical study in China and Denmark. Food Quality and Preference. 2020 Feb 25;83:103916–6.
  2. Duralia O. Food consumption behavior-influencing factors and trends. Studies in Business and Economics. 2023 Aug 1;18(2):109–23.
  3. Mehdi SM, Rūtelionė A, Bhutto MY. The role of environmental values, environmental self-identity, and attitude in generation Z’s purchase intentions for organic food. Environ Research Eng Managmt. 2024 Jul 5; 80(2):75–87.
  4. Vermeir I, Verbeke W. Sustainable food consumption: exploring the consumer “attitude – behavioral intention” gap. J Agricultl Environ Ethics. 2006 Apr 1 19(2):169–94.
  5. Lamarque M, Tomé-Martín P, Moro-Gutiérrez L. Personal and community values behind sustainable food consumption: a meta-ethnography. Frontiers in Sustainbl Food Sys. 2023 Dec 19;7.
  6. Mendoza MCO, Chico JCD, Ong AKS, Regayas RAM. Assessment of health values, beliefs, norms, and behavior towards consumption intention of 3D-bioprinted meat. Foods. 2024 Aug 23;13(17):2662. doi: 10.3390/foods13172662
  7. Aprile MC, Caputo V, Nayga RM. Consumers’ preferences and attitudes toward local food products. J Food Products Marketg. 2015 Oct 9 22(1):19–42.
  8. Muresan IC, Harun R, Arion FH, Brata AM, Chereches IA, Chiciudean GO, et al. Consumers’ attitude towards sustainable food consumption during the COVID-19 pandemic in Romania. Agriculture. 2021;11(11):1050. https://doi.org/10.3390/agriculture11111050
  9. Peulić T, Marić A, Maravić N, Novaković A, Kalenjuk Pivarski B, Čabarkapa I, et al. Consumer attitudes and preferences towards traditional food products in Vojvodina. Sustainability. 2023; 15:12420. doi: 10.3390/su151612420.
  10. Hauser M, Nussbeck FW, Jonas K. The impact of food‐related values on food purchase behavior and the mediating role of attitudes: A swiss study. Psychol Marketg. 2013 Jul 23; 30(9):765–78.
  11. Jones-Garcia E, Bakalis S, Flintham M. Consumer behavior and food waste: understanding and mitigating waste with a technology probe. Foods. 2022 Jul 11;11(14):2048. doi: 10.3390/foods11142048
  12. Pedersen S, Benson T, Tsalis G, Futtrup R, Dean M, Aschemann-Witzel J. What consumers want in a sustainability food label: Results from online co-creation workshops in the United Kingdom, Ireland and Denmark. Frontiers in Sustainability. 2024 Jan 30;4.
Regular Issue Subscription Review Article
Volume 15
Issue 01
Received 06/11/2024
Accepted 27/01/2025
Published 31/01/2025
Publication Time 86 Days
254

Login


My IP

PlumX Metrics