The mindful consumer: Balancing egoistic and altruistic motivations to purchase local food
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Moral norms positively impact healthy food purchase intention.
“Moral norms, grounded in individual ethical values and principles, have been identified as significant drivers of healthy food consumption decisions, operating independently of external social pressures [36,51,105,106].”
From Psychological Determinants of Healthy Food Purchase Intention: An Integrative Model Based on Health Consciousness (2025) · cites this paper as [36]
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“Environmental consciousness is growing among consumers driven by their altruistic values; this is reflected in their efforts to address environmental problems via green purchasing (Dunlap, 2002; Magnier and Schoorman, 2015; Kong et al., 2016; Birch et al., 2018; Zou et al., 2019).”
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“Food can be considered local when it originates in the same county, town, state (e.g., Darby et al., 2008), or even nation (Brown, 2003).”
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“studied [7,32] and has been linked to a higher frequency of organic food purchases [33].”
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“In a similar vein, the results revealed that positive product perception is positively associated with attitude towards local food (H8) and brand love (H9), affirming the findings of studies in different areas (e.g., Birch et al., 2018; Zhang et al., 2019).”
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“It is also increasing due to their altruistic beliefs, which is reflected in their attempts to solve environmental issues through green buying (Birch et al., 2018; Kong et al., 2016; Magnier & Schoormans, 2015; Prakash et al., 2019; Zou & Chan, 2019).”
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“linked to insufficient marketing and limited distribution of the products (Birch et al., 2018).”
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Purchasing Behavior of Organic Food among Chinese University Students
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D’Souza, C., Brouwer, A. R., & Singaraju, S. (2022) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2022.102952 · Cited by 47 · see citing works
Microalgae-based food: purchase intentions and willingness to pay
Maehle, N., & Skjeret, F. (2022) · Future Foods · doi:10.1016/j.fufo.2022.100205 · Cited by 46 · see citing works
Ethical Consumption: A Review and Research Agenda
Arman, S. M., & Mark‐Herbert, C. (2024) · International Journal of Consumer Studies · doi:10.1111/ijcs.13079 · Cited by 57 · see citing works
Aprile, M. C., & Fiorillo, D. (2023) · Journal of Environmental Management · doi:10.1016/j.jenvman.2023.118174 · Cited by 45 · see citing works
Yang, X., Jiang, J., & Chen, S. (2022) · Business Strategy and the Environment · doi:10.1002/bse.3245 · Cited by 44 · see citing works
“2.4.4 | Egoistic motivation and conscious GPB Egoistic motivations reflect personal concerns about health consciousness and whether the goods on sale are environmentally friendly (Birch et al., 2018).”
BackgroundMethodInfluentialRahman, S. U., & Luomala, H. (2020) · Journal of International Consumer Marketing · doi:10.1080/08961530.2020.1857669 · Cited by 44 · see citing works
Bhutto, M. Y., Khan, M., Ertz, M., & Sun, H. (2022) · Sustainability · doi:10.3390/su14053015 · Cited by 45 · see citing works
What Drives the Choice of Local Seasonal Food? Analysis of the Importance of Different Key Motives
Wallnoefer, L. M., Riefler, P., & Meixner, O. (2021) · Foods · doi:10.3390/foods10112715 · Cited by 43 · see citing works
“Their preferences for local food are furthermore often positively related to consumer ethnocentrism [24], whereas consumers’ price consciousness often poses a barrier for local food consumption [17].”
BackgroundResultInfluentialRecycling cooperation and buying status
Pinto, D. C., Herter, M. M., Rossi, P., Nique, W. M., & Borges, A. (2019) · European Journal of Marketing · doi:10.1108/ejm-09-2017-0557 · Cited by 27 · see citing works
Alam, M. N., Ogiemwonyi, O., Alshareef, R., Alsolamy, M. Q., Mat, N. B., & Azizan, N. A. (2023) · Cleaner Engineering and Technology · doi:10.1016/j.clet.2023.100669 · Cited by 50 · see citing works
Castellini, G., Savarese, M., & Graffigna, G. (2021) · Frontiers in Nutrition · doi:10.3389/fnut.2021.622122 · Cited by 39 · see citing works
“The latter result is confirmed by some previous studies (59, 60) that have noted how the egoistic motivations (i.”
ResultMeyer, K. B., & Simons, J. (2021) · Foods · doi:10.3390/foods10061317 · Cited by 44 · see citing works
Oke, A., Ladas, J., & Bailey, M. (2020) · British Food Journal · doi:10.1108/bfj-10-2019-0801 · Cited by 44 · see citing works
Prakash, G., Sharma, S., Kumar, A., V, & Luthra, S. (2024) · Heliyon · doi:10.1016/j.heliyon.2024.e25022 · Cited by 65 · see citing works
Consumers’ concern towards palm oil consumption
Verneau, F., Barbera, F. L., Amato, M., & Sodano, V. (2019) · British Food Journal · doi:10.1108/bfj-10-2018-0659 · Cited by 36 · see citing works
Kim, S.-H., Huang, R., & Kim, S. (2022) · Journal of Hospitality and Tourism Management · doi:10.1016/j.jhtm.2022.01.009 · Cited by 35 · see citing works
“motivations related to health consciousness and environmental consciousness (Birch et al., 2018).”
BackgroundEscobar-Farfán, M., García-Salirrosas, E. E., Guerra-Velásquez, M., Veas-González, I., Gómez-Bayona, L., & Gallardo-Canales, R. (2025) · Nutrients · doi:10.3390/nu17071140 · Cited by 36 · see citing works
“Moral norms, grounded in individual ethical values and principles, have been identified as significant drivers of healthy food consumption decisions, operating independently of external social pressures [36,51,105,106].”
InfluentialSaleem, M. A., Eagle, L. C., Yaseen, A., & Low, D. (2018) · Asia Pacific Journal of Marketing and Logistics · doi:10.1108/apjml-10-2017-0259 · Cited by 35 · see citing works
Hsu, F., Agyeiwaah, E., & Scott, N. (2022) · International Journal of Gastronomy and Food Science · doi:10.1016/j.ijgfs.2022.100533 · Cited by 33 · see citing works
Benos, T., Burkert, M., Hüttl‐Maack, V., & Petropoulou, E. A. (2022) · Sustainable Production and Consumption · doi:10.1016/j.spc.2022.07.028 · Cited by 32 · see citing works
Morais, A. C., Ishida, A., & Matsuda, R. (2023) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2023.103556 · Cited by 31 · see citing works
Williamson, J., & Hassanli, N. (2020) · Tourism Management Perspectives · doi:10.1016/j.tmp.2020.100745 · Cited by 31 · see citing works
Roy, H., & Ballantine, P. W. (2020) · Journal of Hospitality and Tourism Management · doi:10.1016/j.jhtm.2020.10.011 · Cited by 31 · see citing works
Carfora, V., & Catellani, P. (2023) · Frontiers in Nutrition · doi:10.3389/fnut.2023.1204732 · Cited by 30 · see citing works
Is Environmental Awareness a Good Predictor of an Individual’s Altruism Level?
Aruga, K. (2020) · Sustainability · doi:10.3390/su12197929 · Cited by 30 · see citing works
Exploring consumer constructions of local food: meanings and influences
Banerjee, R., & Quinn, B. (2022) · European Journal of Marketing · doi:10.1108/ejm-02-2020-0093 · Cited by 33 · see citing works
Understanding Factors Affecting Consumers’ Conscious Green Purchasing Behavior
Alghamdi, O., & Agag, G. (2024) · Sustainability · doi:10.3390/su16020705 · Cited by 29 · see citing works
Comparison of localized and foreign restaurant brands for consumer behavior prediction
Liu, C.-H. S., Gan, B. K., Ko, W., & Teng, C.-C. C. (2021) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2021.102868 · Cited by 29 · see citing works
Switch or Stay? Applying a Push–Pull–Mooring Framework to Evaluate Behavior in E-Grocery Shopping
Monoarfa, T. A., Sumarwan, U., Suroso, A. I., & Wulandari, R. (2023) · Sustainability · doi:10.3390/su15076018 · Cited by 29 · see citing works
“Health consciousness affects a person’s preferences and buying behavior in food products [47,48].”
BackgroundMindful consumption – A systematic review and research agenda
Garg, R. J., Bansal, S., Rathi, R., & Bhowmick, S. (2024) · Journal of Cleaner Production · doi:10.1016/j.jclepro.2024.142373 · Cited by 29 · see citing works
Incorporation of Circular Aspects into Product Design and Labelling: Consumer Preferences
Bovea, M. D., Ibáñez‐Forés, V., Pérez‐Belis, V., Juan, P., Braulio-Gonzalo, M., & Díaz‐Ávalos, C. (2018) · Sustainability · doi:10.3390/su10072311 · Cited by 28 · see citing works
Urban and Rural Sustainability: Divergent Concepts and Their Consequences for Marketing
Zulauf, K., & Wagner, R. (2021) · Frontiers in Sustainability · doi:10.3389/frsus.2021.670866 · Cited by 28 · see citing works
Vičiūnaitė, V. (2023) · Journal of Rural Studies · doi:10.1016/j.jrurstud.2023.103017 · Cited by 27 · see citing works
Cachero‐Martínez, S., Rodríguez, N. G., & Salido-Andrés, N. (2023) · Management Decision · doi:10.1108/md-11-2022-1536 · Cited by 31 · see citing works
Local food sales and point of sale priming: evidence from a supermarket field experiment
Brečić, R., Ćorić, D. S., Lučić, A., Gorton, M., & Filipović, J. (2021) · European Journal of Marketing · doi:10.1108/ejm-07-2019-0604 · Cited by 26 · see citing works
“Local Production”: What Do Consumers Think?
Merlino, V. M., Sciullo, A., Pettenati, G., Sottile, F., Peano, C., & Massaglia, S. (2022) · Sustainability · doi:10.3390/su14063623 · Cited by 26 · see citing works
Market dynamics between retail channels and short food supply chains: A case of organic fruits
Sedghy, B. M., Nematollahi, M., & Tajbakhsh, A. (2024) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2024.103775 · Cited by 27 · see citing works
Meanings and Motives for Consumers’ Sustainable Actions in the Food and Clothing Domains
Stancu, C. M., Grønhøj, A., & Lähteenmäki, L. (2020) · Sustainability · doi:10.3390/su122410400 · Cited by 26 · see citing works
“Appealing to the internalised motivations is important as these have the potential to lead to persistent future sustainable behaviours within a domain and across domains [78], which is also in line with the role of self-identity in positive spill-over [79], even though appealing to other motives could also help [23].”
BackgroundDoes brand credibility matter? The case of organic food products
Sekhar, C. R., Krishna, S., Kayal, G. G., & Rana, N. P. (2021) · British Food Journal · doi:10.1108/bfj-03-2021-0326 · Cited by 25 · see citing works
Kabir, M. R. (2023) · Young Consumers Insight and Ideas for Responsible Marketers · doi:10.1108/yc-09-2022-1606 · Cited by 25 · see citing works
Peiró‐Signes, Á., Pastor, L. G. M., Tsiouni, M., Siggia, D., & Galati, A. (2023) · Journal of Cleaner Production · doi:10.1016/j.jclepro.2023.139758 · Cited by 25 · see citing works
Ferrín, P. F., Castro‐González, S., Bande, B., & Galán‐Ladero, M. M. (2023) · International Review on Public and Nonprofit Marketing · doi:10.1007/s12208-023-00366-6 · Cited by 24 · see citing works
“According to Birch et al. ( 2018 ), this chain generates negative externalities, consisting of the disconnection between production and consumption, the increase in greenhouse gases, and the loss of biodiversity, traditional methods, or cultural identity.”
Consumer Perceptions toward Seafood Produced near the Fukushima Nuclear Plant
Aruga, K., & Wakamatsu, H. (2018) · Marine Resource Economics · doi:10.1086/698998 · Cited by 24 · see citing works
“For example, Birch, Memery, and Kanakaratne (2018) show that there is strong altruistic motivation behind consumer decisions to buy local food, and these consumers buy local food thinking that their purchase behavior will support the local farmers.”
BackgroundWhat contributes to locavorism as a consumer ideology?
Balzano, M., & Vianelli, D. (2022) · British Food Journal · doi:10.1108/bfj-02-2022-0164 · Cited by 26 · see citing works
Ishaq, M., Baloch, R., Raza, A., Talpur, Q.-U.-A., & Ahmad, R. (2024) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2024.104082 · Cited by 30 · see citing works
Nketiah, E., Song, H., Obuobi, B., Adu‐Gyamfi, G., Adjei, M., & Cudjoe, D. (2022) · Energy · doi:10.1016/j.energy.2022.125168 · Cited by 23 · see citing works
Loss framing effect on reducing excessive red and processed meat consumption: Evidence from Italy
Caso, G., Rizzo, G., Migliore, G., & Vecchio, R. (2023) · Meat Science · doi:10.1016/j.meatsci.2023.109135 · Cited by 24 · see citing works
Divergence and convergence: a cross-generational study on local food consumption
Chen, J., Xu, A., Tang, D., & Zheng, M. (2024) · Scientific Reports · doi:10.1038/s41598-024-64284-1 · Cited by 23 · see citing works
Nazzaro, C., Stanco, M., Uliano, A., & Marotta, G. (2024) · Future Foods · doi:10.1016/j.fufo.2024.100405 · Cited by 23 · see citing works
Hyland, J., Henchion, M. M., Olomo, O., Attard, J., & Gaffey, J. (2024) · British Food Journal · doi:10.1108/bfj-01-2023-0058 · Cited by 22 · see citing works
The Influence of Message Framing on Consumers’ Selection of Local Food
Carfora, V., Morandi, M., & Catellani, P. (2022) · Foods · doi:10.3390/foods11091268 · Cited by 22 · see citing works
“Then, in line with studies emphasizing the central role of health and environmental drivers in sustainable eating and local food consumption [14,39], we assessed whether the effect of environmental messages about local food consumption consequences would be moderated by the recipient’s environmental and health drivers…”
BackgroundLocally produced food for restaurants: a theoretical approach for the supply chain network design
Paciarotti, C., Mazzuto, G., Torregiani, F., & Fikar, C. (2022) · International Journal of Retail & Distribution Management · doi:10.1108/ijrdm-10-2021-0477 · Cited by 22 · see citing works
Nguyen, P. M., & Vo, N. D. (2023) · Foundations of Management · doi:10.2478/fman-2023-0003 · Cited by 22 · see citing works
Indonesia, U., Imaningsih, E. S., Tjiptoherijanto, P., Heruwasto, I., & Aruan, D. T. H. (2019) · Journal of Asian Finance Economics and Business · doi:10.13106/jafeb.2019.vol6.no2.277 · Cited by 21 · see citing works
“This is in line with the statement of Taghian and Khosla (2007) who found that consumers were willing to pay a higher price for green products and previous research which stated that egoistic motivation made someone not mind paying high (Birch, Memery, & Kanakaratne, 2018).”
ResultNie, W., Medina‐Lara, A., Williams, H. T. P., & Smith, R. P. (2021) · Social Sciences · doi:10.3390/socsci10110413 · Cited by 21 · see citing works
“…but also by a variety of preferences, which can be broadly categorized as egoistic (e.g., concern about one’s health) and altruistic (e.g., concern about the physical environment and the ethical manner by which goods are produced (Birch et al. 2018; Ritter et al. 2015; Magnusson et al. 2003).”
BackgroundA matter of identity: Promoting plant-based food among meat-eaters through a common identity priming
Donato, C., Monsurrò, L., & Cioccio, M. D. (2024) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2024.103863 · Cited by 21 · see citing works
When is transparent packaging beneficial?
Sabri, O., Doan, H. V., Malek, F., & Bachouche, H. (2020) · International Journal of Retail & Distribution Management · doi:10.1108/ijrdm-03-2019-0097 · Cited by 17 · see citing works
Food provenance: assuring product integrity and identity
Wallace, C. A., & Manning, L. (2020) · CABI Reviews · doi:10.1079/pavsnnr202015032 · Cited by 20 · see citing works
Sarpong, K. A., Amankwaa, G., Frimpong, O., Xu, W., Cao, Y., Ni, X., & Nkrumah, E. N. K. (2021) · AQUA - Water Infrastructure Ecosystems and Society · doi:10.2166/aqua.2021.100 · Cited by 21 · see citing works
Friedrich, D. (2021) · Environment Development and Sustainability · doi:10.1007/s10668-021-01781-7 · Cited by 18 · see citing works
Buying local food is not a question of attitude: an analysis of benefits and limitations
Peral, B. P., Arenas-Gaitán, J., & Reina-Arroyo, J. (2022) · Spanish Journal of Marketing - ESIC · doi:10.1108/sjme-09-2021-0181 · Cited by 17 · see citing works
Zimand-Sheiner, D., Kol, O., & Levy, S. (2022) · Electronic Commerce Research · doi:10.1007/s10660-022-09637-6 · Cited by 17 · see citing works
“Additionally, it was found that egoistic motivations to consume local food influence consumers more than altruistic motivations [25].”
InfluentialZhang, Q., Husnain, M., Usman, M., Akhtar, M. W., Ali, S., Khan, M. A., Abbas, Q., Ismail, R., Rehman, T., & Akram, M. (2022) · Frontiers in Psychology · doi:10.3389/fpsyg.2022.840711 · Cited by 22 · see citing works
Cheng, G., Li, W., He, M., & Liao, L. (2024) · Frontiers in Psychology · doi:10.3389/fpsyg.2024.1371343 · Cited by 16 · see citing works
“…how official interaction friendliness enhances perceived enjoyment, and how perceived enjoyment subsequently affects local brand awareness, which expands on the recognized differences in evaluations and preferences between local consumers and out-shoppers as outlined by Birch et al. (2018).”
BackgroundTHE INFLUENCE OF PRODUCTS AND PROMOTIONS ON PURCHASING DECISIONS MEDIATED IN PURCHASE MOTIVATION
Aji, N. S., Djawahir, A. H., & Rofiq, A. (2019) · Jurnal Aplikasi Manajemen · doi:10.21776/ub.jam.2019.017.01.17 · Cited by 16 · see citing works
“The relationship between purchase motivation and purchase decision has been made by Miauw (2016),Nwankwo, et al. (2014), Birch et al. (2018), Hwang (2016), andIndumathi and Dawood (2016).”
BackgroundLauterbach, J., & Bantle, C. (2022) · Sustainability · doi:10.3390/su14074068 · Cited by 12 · see citing works
Exploring tourists’ preference to visit domestic destination: a locavorism perspective
Nguyen, H. L., Tran, T. P., & Bui, H. L. (2023) · Current Issues in Tourism · doi:10.1080/13683500.2023.2276787 · Cited by 15 · see citing works
“Similar to how consumers ’ willingness to pay for local food comes from their concern for the environment (Frash et al., 2015) and their own health (Birch et al., 2018), these concerns can motivate consumers to lean towards local tourism products.”
Healthy Lifestyle Motivators of Willingness to Consume Healthy Food Brands: An Integrative Model
García-Salirrosas, E. E., Escobar‐Farfán, M., Esponda-Pérez, J. A., Villar-Guevara, M., Rondon-Eusebio, R. F., Zavaleta, G. A. E., Urraca-Vergara, E. M., & Guerra-Velásquez, M. (2025) · Foods · doi:10.3390/foods14010125 · Cited by 15 · see citing works
“Moral norms significantly influence the willingness to consume food from healthy brands, as these norms, rooted in individual ethical values and principles, operate beyond external social pressures [71–73].”
Figueiredo, E., Forte, T., Eusébio, C., Silva, A., & Couto, J. (2022) · Foods · doi:10.3390/foods11040547 · Cited by 18 · see citing works
“The questionnaire (see Appendix) was elaborated both in Portuguese and English and, based on the literature review, addressed the consumption of traditional rural nationalbased products [5,16,23], the products acquired at the store on the survey date [3], the frequency of consumption, region of origin [9,12], the reas…”
BackgroundInfluential
- Authors
- Birch, D., Memery, J., & De Silva Kanakaratne, M.
- Affiliations
- Bournemouth University (GB)
- Corresponding author
- Memery, Juliet
- Venue
- Journal of Retailing and Consumer Services
- Publisher
- Elsevier BV
- Published
- 2018-01
- Volume
- 40
- Pages
- 221-228
- ISSN
- 0969-6989 (ISSN-L)
- OpenAlex
- W2767656015
- Cited by
- 272
- References
- 87
- Citations by year
- 2026: 21 · 2025: 44 · 2024: 45 · 2023: 47 · 2022: 44 · 2021: 32 · 2020: 21 · 2019: 13 · 2018: 5
- FWCI
- 10.51
- Type
- journal article
- Language
- en
- Open access
- Locations
- Journal of Retailing and Consumer Services (publishedVersion)
- Bournemouth University Research Online (Bournemouth University) (submittedVersion)
- RePEc: Research Papers in Economics (submittedVersion)
- Funders
- Queensland Government
- Topics
- Life Sciences › Agricultural and Biological Sciences › Plant Science › Organic Food and Agriculture
- Social Sciences › Sociology and Political Science › Consumer behavior in food and health
- Social Sciences › Business, Management and Accounting › Marketing › Environmental Sustainability in Business
- Keywords
- local food, consumer motivation, egoistic motivation, altruistic motivation, environmental awareness, health consciousness, food safety, purchase frequency, consumer attitudes, local food marketing, food labeling
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