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

Dawn Birch, Juliet Memery and Maheshan De Silva Kanakaratne

Journal of Retailing and Consumer Services, 2018, vol. 40, issue C, 221-228

Abstract: 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.

Keywords: Local food; Egoistic and altruistic motivations; Ethical self-identity; Health consciousness; Food safety; Environmental consciousness (search for similar items in EconPapers)
Date: 2018
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (50)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0969698917306355
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:40:y:2018:i:c:p:221-228

DOI: 10.1016/j.jretconser.2017.10.013

Access Statistics for this article

Journal of Retailing and Consumer Services is currently edited by Harry Timmermans

More articles in Journal of Retailing and Consumer Services from Elsevier
Bibliographic data for series maintained by Catherine Liu ().