Impacts of empathy, identity, and ethical branding on sustainable local food consumption

Satoru Tamaki

Corporate Social Responsibility and Environmental Management, 2024, vol. 31, issue 6, 6184-6196

Abstract: This study clarifies the pathway to sustainable local food consumption highlighting ethical branding. Literature suggests that ethical brands promote continuous local food consumption, however, the structure of purchasing factors and impact has not been fully elucidated. A model is constructed in which empathy‐based social responsibility and self‐identity drive the purchase of local food, and ethical brand purchasing influences consumers’ perception of retailers’ ethics. The model is tested using a questionnaire survey and three years of actual purchase data on consumer purchases of ethically branded local foods. Results show that purchasing local food products, especially ethically branded ones, is mediated by consumers’ self‐identity toward social responsibility based on empathy, and self‐oriented purchasing enhances consumers’ perception of retailers’ ethics. Theoretical implications of the validated model for the studies on local food and ethical consumption, and the practical implications of ethical branding for organizations striving for sustainable development, are discussed.

Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
https://doi.org/10.1002/csr.2912

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:wly:corsem:v:31:y:2024:i:6:p:6184-6196

Access Statistics for this article

More articles in Corporate Social Responsibility and Environmental Management from John Wiley & Sons
Bibliographic data for series maintained by Wiley Content Delivery ().