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

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Birch, Dawn, Memery, Juliet, De Silva Kanakaratne, Maheshan·2018·Journal of Retailing and Consumer Services

DOI 10.1016/j.jretconser.2017.10.013

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Items 101–200 of 272

Connecting Farmers’ Markets to Foodservice Businesses: A Qualitative Exploration of Restaurants’ Perceived Benefits and Challenges of Purchasing Food Locally
Roy, H. (2022) · International Journal of Hospitality & Tourism Administration · doi:10.1080/15256480.2022.2142994 · Cited by 14
“…better quality, and nutritious (Burns et al., 2018; Dodds et al., 2014; Lim & Hu, 2016; Pearson et al., 2011; Tobin et al., 2012), as well as for more intangible motivations such as supporting local community and farmers and supporting the local economy (Birch et al., 2018; Zhang et al., 2020).”
Background
Underscoring flavor or healthiness? The effectiveness of different communication appeals in promoting local food and the moderating role of individual construal
Pichierri, M., & Peluso, A. M. (2023) · Psychology and Marketing · doi:10.1002/mar.21837 · Cited by 14
Becoming a tree when I will be dead? Why not! Generation X, Y and Z, and innovative green death practices
Nosi, C., D’Agostino, A., Piccioni, N., & Bartoli, C. (2023) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2023.103449 · Cited by 14
Producer and consumer perspectives on supporting and diversifying local food systems in central Iowa
Dorneich, M. C., Krejci, C. C., Schwab, N. G., Stone, T. F., Huckins, E., Thompson, J. R., & Passe, U. (2023) · Agriculture and Human Values · doi:10.1007/s10460-023-10504-9 · Cited by 14
“Health, nutrition, and food safety are also commonly mentioned as benefits of local food (Birch et al. 2018).”
Does information about environmental considerations affect Chinese and UK consumers’ purchase intentions for traced foods? A path analysis
Jin, S., Matsuoka, Y., Yue, M., Jones, G., & Frewer, L. J. (2024) · Environment Development and Sustainability · doi:10.1007/s10668-024-05097-0 · Cited by 15
“…individuals’ self-inter-est), while the positive impacts of perceived environment-related benefits were identified as altruistic motivations (i.e. related to concerns about wider social issues) (Birch et al., 2018; Garaus & Treiblmaier, 2021; Kareklas et al., 2014; Wei et al., 2022; Yadav, 2016).”
The importance of environmental concern, trust and convenience in consumers’ purchase intentions of organic foods in a developing country
Falah, K. A., Alsughayir, A., & Albarq, A. N. (2024) · Cogent Business & Management · doi:10.1080/23311975.2024.2361319 · Cited by 14
“Past studies have been investigating the motivation for procuring organic foods (aertsens et al., 2009; Birch et al., 2018; kareklas et al., 2014; tandon et al., 2021). consumption of food is a dynamic phenomenon which is influenced by a variety of factors (tandon et al., 2021). to develop a deeper…”
Generation Z's appetite for traditional food: unveiling the interplay of sustainability values as higher order construct and food influencers in Indonesia
Kristia, K., Kovács, S., & Erdey, L. (2024) · Discover Sustainability · doi:10.1007/s43621-024-00714-4 · Cited by 33
The careful consumer: effects of altruistic and egoistic motivation on the purchase intention of green products
Rouf, M. A., Babu, M. A., Siddikee, M. J. A., Islam, M. R., Afrin, M. S., Hasan, M. M., & Jaman, S. M. S. (2025) · Quality & Quantity · doi:10.1007/s11135-025-02123-9 · Cited by 15
“Furthermore, both altruistic (Belanger et al. 2014) and egoistic motivations (Birch et al. 2018) are predictive characteristics that might directly contribute to the desire to purchase environmentally friendly items (Teng & Lu., 2016; Wu et al. 2024; Prabhakar et al. 2024).”
How Does Consumers’ Care for Origin Shape Their Behavioural Gap for Environmentally Friendly Products?
Trentinaglia, M. T., Mancuso, T., Peri, M., & Baldi, L. (2020) · Sustainability · doi:10.3390/su13010190 · Cited by 14
“A health-consciousness local food consumer is depicted in [52,55]: this type of consumer searches for “safe and nutritious” food [56], is concerned with the intensive use of chemicals during the agricultural process [57,58], and wants to be healthy [58,59].”
Background
Evaluation of Sustainable Behavior and Acceptance of Electric Public Transportation: A Perspective from the Philippines
Buenavista, J. A. C., Ong, A. K., Servas, P. J., Ibrahim, Z. K., Gemala, K. C., Base, T. J. T., Buenaseda, L. J. L., Solano, C. D. G., & Yagin, J. R. C. (2024) · World Electric Vehicle Journal · doi:10.3390/wevj15060265 · Cited by 18
“Highlighting the strong correlation between environmental concerns and advocating for electric public transportation, the results showed the potential impact of consumer belief and actions in supporting sustainable transportation [122–124].”
Background
High Involvement and Ethical Consumption: A Study of the Environmentally Certified Home Purchase Decision
Foti, L., & Devine, A. (2019) · Sustainability · doi:10.3390/su11195353 · Cited by 21
“A considerable amount of research into understanding ethical shopping behaviour has focused on products with low financial and social risk, such as running shoes [6], fair-trade coffee [7,8], and locally sourced produce [9,10].”
Exploring consumer preferences for local food: The case of traditional coastal fishmongers in Costa Brava (Catalonia, Spain)
Simó, M. C., Codinach-Segura, S., Filimon, N., & Fusté‐Forné, F. (2023) · Journal of Agriculture and Food Research · doi:10.1016/j.jafr.2023.100527 · Cited by 12
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“It can manifest as environmentally friendly behaviors, support for local products and economies, and concern for the environment and animal welfare (Birch et al. , 2018; Mesic et al. , 2020; Wei et al. , 2022; Yadav, 2016).”
Background
When Mindful Consumption Meets Green Purchase Intention: Empirical Evidence on How a Mindful Mindset Influences Tourists
Ji, D., Pongsakornrungsilp, S., Pongsakornrungsilp, P., & Kumar, P. V. (2025) · Sustainability · doi:10.3390/su17031266 · Cited by 15
Local Fresh Food Products and Plant-Based Diets: An Analysis of the Relation Between Them
Arenas-Gaitán, J., Peral, B. P., & Reina-Arroyo, J. (2020) · Sustainability · doi:10.3390/su12125082 · Cited by 12
“[30] find that egoistic motivations (health, food safety) influence consumption decisions more than altruistic motivations (ecological, ethical).”
Background
Local food consumption during the covid-19 pandemic
Ghali, Z. (2021) · Italian Journal of Food Science · doi:10.15586/ijfs.v33i4.2079 · Cited by 16
“The strong association between self-centered motivations and behavioral intentions is justified by the fact that local food meets health and safety requirements (Birch et al., 2018; Mesić et al., 2020; Meyerding et al., 2019).”
Background
The Altruistic Behaviour of Consumers Who Prefer a Local Origin of Organic Food
Czudec, A. (2022) · Agriculture · doi:10.3390/agriculture12040567 · Cited by 12
“Independently of whether consumers are interested in purchasing organic food value its local origin, or whether it is a trait that does not affect purchasing decisions, consumers’ behaviour may be dominated by an egoistic or altruistic approach [56].”
The European Consumers' Preferences for Organic Food in the Context of the European Green Deal
Chiripuci, B. C., Popescu, M.-F., & Constantin, M. (2022) · Amfiteatru Economic · doi:10.24818/ea/2022/60/361 · Cited by 12
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“Altruistic values Questions from the Organizational Citizenship Behavior Checklist (Coyle-Shapiro, 2005) and the application of altruistic motivation measurements were also used to determine altruistic behavioral factors and decisions, respectively (Birch and Memery, 2018; Gim, 2019).”
Method
The assessment of locavorism through the lens of agritourism: the pursuit of tourist’s ethereal experience
Dsouza, K. J., Shetty, A., Damodar, P., Shetty, A. D., & Dinesh, T. K. (2022) · Economic Research-Ekonomska Istraživanja · doi:10.1080/1331677x.2022.2147566 · Cited by 11
“…are gradually showing interest in local foods because they are concerned about its origin and their belief oriented towards the value of local food (Birch et al., 2018), holistic benefits (Lillywhite & Simonsen, 2014), and individual socio-political ideologies about local foods (Huddart Kennedy et…”
Background
Altruism and anti-anthropocentrism shape individual choice intentions for pro-environmental and ethical meat credence attributes
Anders, S., Malzoni, M., & An, H. (2023) · PLoS ONE · doi:10.1371/journal.pone.0294531 · Cited by 12
Food miles on the shelves: the share of local food products in the Hungarian retail sector
Kasza, G., Oláh, J., Popp, J., Lakner, Z., Fekete, L., Pósa, E., Nugraha, W. S., & Szakos, D. (2024) · Agricultural and Food Economics · doi:10.1186/s40100-024-00297-8 · Cited by 11
“…as “consumer ethnocentrism” (Shimp and Sharma 1987), but it is also known as “locavorism” (Kim and Huang 2021), and extensively studied over the last decades (Orth and Firbasova 2003; Zeugner-Roth et al. 2015; Szakály et al. 2016; Birch et al. 2018; Fernández-Ferrín et al. 2018, 2020; Bryła 2019).”
Background
Who spends the most money at farmers' markets?
Pilař, L., Stanislavská, L. K., Moulis, P., Kvasnička, R., Rojík, S., & Tichá, I. (2019) · Agricultural Economics (Zemědělská ekonomika) · doi:10.17221/69/2019-agricecon · Cited by 11
“…welfare, reducing food miles, carbon footprints, Keywords: amount of money spent; entertainment-oriented customers; farmers’ market; product-oriented customers; structural equation modelling pollution, and global warming, and supporting local retailers (Chen and Scott 2014; Birch et al. 2018).”
BackgroundResult
The impact of egoistic and social-altruistic values on consumers’ intention to stay at safe hotels in the COVID-19 era: a study in Spain
Zapatero, M. R., Pérez, L. M., & Alonso, M. V. (2021) · Current Issues in Tourism · doi:10.1080/13683500.2021.2008881 · Cited by 11
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Puteri, B., Oehlmann, M., & Jahnke, B. (2024) · Food Research International · doi:10.1016/j.foodres.2024.114994 · Cited by 10
Greening the future: How social networks and media shapes youth's eco-friendly purchases
Truc, L. T. (2024) · Journal of Open Innovation Technology Market and Complexity · doi:10.1016/j.joitmc.2024.100410 · Cited by 25
Short-Term Effects of the COVID-19 Outbreak on Consumer Perceptions of Local Food Consumption and the Local Agri-Food Sector in Austria
Wallnoefer, L. M., & Riefler, P. (2022) · Agronomy · doi:10.3390/agronomy12081940 · Cited by 10
Altruistic and collectivistic values as the antecedents of surplus food donation intention
Habib, M. D., Filimonau, V., Coşkun, A., Wang, L., & Ермолаев, В. А. (2023) · Socio-Economic Planning Sciences · doi:10.1016/j.seps.2023.101729 · Cited by 17
Effects of empathy and egoism on CSR perceptions and consumer buycotts: Lessons learned during global crisis in support of equitable business practices
Rynarzewska, A. I., LeMay, S. A., Helms, M. M., & Hetrick, E. (2023) · Journal of Global Scholars of Marketing Science · doi:10.1080/21639159.2023.2255866 · Cited by 11
“Egoism is driven by self-interest (Birch et al., 2018).”
Measures to Increase Local Food Supply in the Context of European Framework Scenarios for the Agri-Food Sector
Voglhuber-Slavinsky, A., Derler, H., Moller, B., Dönitz, E. J., Bahrs, E., & Berner, S. (2021) · Sustainability · doi:10.3390/su131810019 · Cited by 10
“In addition, health aspects [86,87] and the feeling of belonging to a local community and support of the local economy lead consumer decisions to buy local products [88].”
Background
Local food in times of crisis: The impact of COVID‐19 and two reinforcing primes
Vecchi, M., Jaenicke, E. C., & Schmidt, C. (2022) · Agribusiness · doi:10.1002/agr.21754 · Cited by 10
“Others prefer local food for hedonistic motives, such as its freshness, taste, and healthfulness (Adams & Adams, 2011; Birch et al., 2018; Campbell et al., 2013; Conner et al., 2010; Cranfield et al., 2012; Dunne et al., 2011; Grebitus et al., 2013; Onozaka & McFadden 2011; Yue & Tong, 2009).”
Background
Would Altruistic Consumers Place A Higher Value on Sustainable Foods?
Li, H., & Lin, W. T. (2023) · Foods · doi:10.3390/foods12193701 · Cited by 9
“Our ﬁndings are in line with the studies suggesting that altruistic people tend to have more sustainable behaviors in the context of non-food consumption [32,46–49] as well as food purchases [34,50,51].”
The Altruistic Connection: Unraveling How Altruism Drives Eco-Friendly Consumer Behavior in Green Marketing (Literature Review)
Yulianti, F., Zulfikar, R., & Lamsah (2023) · International Journal of Professional Business Review · doi:10.26668/businessreview/2023.v8i10.3656 · Cited by 10
“Researchers have recognized the significance of altruistic considerations in influencing consumer choices (Birch et al., 2018; Kareklas et al., 2014; Pittman, 2020).”
BackgroundInfluential
The interaction between values and self-identity on fairtrade consumption: The value-identity-behavior model
Quach, S., Roberts, R. E., Dang, H., Zuo, A., & Thaichon, P. (2024) · Appetite · doi:10.1016/j.appet.2024.107826 · Cited by 9
“Thought for food”: A systematic review of how psychological state factors affect sustainable food outcomes
Glenisson, L., Hallez, L., & Smits, T. (2025) · Sustainable Production and Consumption · doi:10.1016/j.spc.2025.05.022 · Cited by 9
Consumption Motivation of Limited Edition Product in Reselling Open Market
Kim, W., & Kim, B. (2020) · Journal of Open Innovation Technology Market and Complexity · doi:10.3390/joitmc6040133 · Cited by 11
“Rarity and exclusivity of valuable products satisfy the needs of consumers for owning unique items, and consumers with such needs that are greater than those of others tend to avoid buying popular products in order to differentiate themselves from other consumers, which is called the snob effect [40].”
Background
The effects of emotional appeals on visual behavior in the context of green advertisements: An exploratory eye-tracking study
Balaskas, S., & Rigou, M. (2023) · Pan-Hellenic Conference on Progress in Computing and Informatics (PCI) · doi:10.1145/3635059.3635081 · Cited by 12
Impacts of empathy, identity, and ethical branding on sustainable local food consumption
Tamaki, S. (2024) · Corporate Social Responsibility and Environmental Management · doi:10.1002/csr.2912 · Cited by 10
Me, us, or the planet: Who comes first? An explanatory analysis of consumer motivation for sustainable food consumption
Simeone, M., Verneau, F., & Russo, C. (2025) · Cleaner and Responsible Consumption · doi:10.1016/j.clrc.2025.100268 · Cited by 11
Turning waste into wealth: Vietnamese consumer willingness-to-pay for upcycled biscuits
Nguyễn, Q. C., Vo, M. A. N., Ung-Pham, T., & Lê, V. V. M. (2025) · Food Quality and Preference · doi:10.1016/j.foodqual.2025.105534 · Cited by 9
The Effect of Verbal and Iconic Messages in the Promotion of High-Quality Mountain Cheese: A Non-Hypothetical BDM Approach
Marescotti, M. E., Amato, M., Demartini, E., Barbera, F. L., Verneau, F., & Gaviglio, A. (2021) · Nutrients · doi:10.3390/nu13093063 · Cited by 8
Can attending farmers’ markets lead to unplanned deviant visitor behavior?
Joenpolvi, E., Mortimer, G., & Mathmann, F. (2022) · Tourism and Hospitality Research · doi:10.1177/14673584221117680 · Cited by 8
“Perceived sustainability in relation to alternative food networks is well-researched and provides an altruistic motivation for visitors to attend markets (Birch et al., 2018).”
Background
Developing brand meaning theory: the interplay of tangible attributes and intangible associations in relation to local food brands
Quest, J. (2023) · European Journal of Marketing · doi:10.1108/ejm-07-2021-0529 · Cited by 8
Exploring Consumer Preference towards the On-Farm Slaughtering of Beef in Germany: A Discrete Choice Experiment
Lauterbach, J., Bruns, A., & Häring, A. M. (2023) · Foods · doi:10.3390/foods12183473 · Cited by 8
“Regional production is also associated with higher product quality, as consumers expect better taste or fresher products [25,26].”
Background
CONSUMER ETHNOCENTRISM ON THE MARKET FOR LOCAL PRODUCTS: DETERMINANTS OF CONSUMER BEHAVIORS
Wojciechowska-Solis, J. (2022) · Zagadnienia Ekonomiki Rolnej / Problems of Agricultural Economics · doi:10.30858/zer/155842 · Cited by 12
Influence of Environmental and Political Determinants on Food Choices in a Sample of Portuguese Population
Ferrão, A. C., Guiné, R. P. F., Correia, P., & Ferreira, M. (2019) · Current Nutrition & Food Science · doi:10.2174/1573401315666190723150841 · Cited by 9
Sharing, Caring, Learning: Role of Local Food in Domestic Trips
Williamson, J., & Hassanli, N. (2020) · Tourism Analysis · doi:10.3727/108354220x15987151867890 · Cited by 8
Mindfulness and consumer behavior: a bibliometric analysis of themes and trends over 20 years
Bonillo, M. Á. I., de Queiros, A. P. C., Capobianco-Uriarte, M. D. L. M., & Alves, H. (2025) · Humanities and Social Sciences Communications · doi:10.1057/s41599-025-04367-0 · Cited by 11
The many aspects of voluntary sustainability governance: Unpacking consumers’ support for tea standards in China and the UK
Iweala, S., & Sun, Y. (2022) · Cleaner and Responsible Consumption · doi:10.1016/j.clrc.2022.100080 · Cited by 7
The Effect of Consumption Expression Behavior through Social Media on Sustainable Consumption: Mediating Effects of Social Connectedness
Park, Y. H., & Hwang, H. (2023) · Human Ecology Research · doi:10.6115/her.2023.017 · Cited by 7
“지속가능소비의 본원적 목표로서 가까운 환경에 대 한 보호와 관심의 동기뿐만 아니라(Hong & Song, 2008; Kim & Park, 2015), 소비자 자신의 만족감을 추구하는 측면에서 건 강이나 더 나은 품질을 선택하고자 하는 동기에 의해 지속가능소 비가 이루어진다는 점이 확인되어 왔다(Birch et al., 2018; Kim & Park, 2015).”
Bean Cuisine: The Potential of Citizen Science to Help Motivate Changes in Pulse Knowledge and Consumption
Didinger, C., Bunning, M., & Thompson, H. J. (2023) · Foods · doi:10.3390/foods12142667 · Cited by 7
“One recommendation by Birch and colleagues (2018) to enhance appeal to consumers was to create clearer branding and labeling [38].”
Background
Perceptions et comportements d’achat des produits alimentaires locaux
Bonnal, L., Ferru, M., & Charles, D. (2019) · Économie rurale · doi:10.4000/economierurale.7297 · Cited by 7
“Comme l’indiquent Birch et al. (2018), une perception favorable impliquerait ainsi une plus grande fréquence d’achat.”
BackgroundInfluential
Explanatory factors for the purchase of local food in a context of global environmental and economic uncertainty: An application of the stimulus-organism-response model
Tortosa-Edo, V., Tena, M. Á. M., & Broch, F. F. M. (2025) · Cleaner and Responsible Consumption · doi:10.1016/j.clrc.2024.100249 · Cited by 11
An Investigation of the Relationships Among Marketing Mix Variables and Brand Equity Dimensions: State-Branded Food Products
Shin, Y. H., Im, J., & Moon, H. G. (2023) · Journal of Quality Assurance in Hospitality & Tourism · doi:10.1080/1528008x.2023.2230613 · Cited by 6
“…food including state-branded food products are discussed as the key decision-making factors of consumption (Witzling & Shaw, 2019), the unexpected outcomes of this study may entail the effect of other factors (e.g., consumers’ various motivations of purchasing local food) (Birch et al., 2018).”
What Drives Actual Buying Behaviour for Organic Food Consumers?: Insights from SOBC Framework in Emerging Economies
Anand, A., Jangra, S., Gupta, A., & Tewary, T. (2024) · FIIB Business Review · doi:10.1177/23197145241284080 · Cited by 7
Emotions associated with the intention to purchase sustainable food: An assessment within and between different animal-sourced food categories
Böhm, N., Doran, R., Ogunbode, C. A., & Böhm, G. (2025) · Appetite · doi:10.1016/j.appet.2025.107892 · Cited by 7
“Egocentric motives (e.g., taste and health) in particular have been identified as having a stronger influence on sustainable (local) food choices, when compared with altruistic motives (e.g., ethical concerns; Birch et al., 2018).”
Ethics in Marketing: Understanding Past Trends and Future Prospects Through Bibliometric Analysis
Kamila, M. K., & Jasrotia, S. S. (2024) · Journal of Nonprofit & Public Sector Marketing · doi:10.1080/10495142.2024.2361345 · Cited by 6
Evaluating citizen-consumers' attitude toward high social content products: the case of social farming
Uliano, A., Stanco, M., Lerro, M., Marotta, G., & Nazzaro, C. (2021) · British Food Journal · doi:10.1108/bfj-07-2021-0775 · Cited by 6
Effects of dual front-of-pack nutrition and sustainability labelling on consumer understanding, purchase intentions, food choices and willingness to pay: A systematic literature review
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Packaging of organic food—the dilemma of consumers’ internal and external motives
Ніфатова, О. М., Bliumska-Danko, K. V., Charreire-Petit, S., & DANKO, Y. I. (2025) · Frontiers in Sustainability · doi:10.3389/frsus.2025.1513954 · Cited by 5
Between Egoism and Altruism: A Mixed-Methods Study of Reflections about Energy Use in the Life Cycle of High Preference Grocery Products
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“, [7]) primarily are related to egoistic values of health, quality etc.”
Background
Consuming Rural Territories through Food – A Segmentation Analysis Based on the Food Choices of Urban Specialty Stores’ Customers
Figueiredo, E., Forte, T., Eusébio, C., Silva, A., & Trüninger, M. (2022) · Journal of Food Products Marketing · doi:10.1080/10454446.2022.2150831 · Cited by 5
“…being shaped by social discourses and driven by increasingly disseminated socio-political motivations regarding environmental protection, sustainable production, and responsible consumption alongside healthy choices and lifestyles (e.g., Birch et al., 2018; Figueiredo et al., 2022; Hatanaka, 2020).”
BackgroundMethodInfluential
Dimensions of ethical consumption: A systematic review and future outlook
Rohini, R., & Paulose, D. (2024) · Sustainable Development · doi:10.1002/sd.3225 · Cited by 11
Investigating the effects of altruism on consumer preference for food from disaster-affected regions: A case of Japan
Aruga, K., & Bolt, T. (2021) · Journal of Agriculture and Food Research · doi:10.1016/j.jafr.2021.100215 · Cited by 5
COVID-19 and the Locavores: Investigating the Drivers of US Consumer Preferences for Apples
Rombach, M., Dean, D., Baird, T., & Kambuta, J. (2022) · Agronomy · doi:10.3390/agronomy12071691 · Cited by 5
Environmentally Responsible Values, Attitudes and Behaviours of Indian Consumers
Majumder, R., Plotkina, D., & Rabeson, L. (2023) · Environmental Values · doi:10.3197/096327122x16611552268645 · Cited by 4
“Previous research has shown that values strongly influence behaviours such as the adoption of purchasing local organic food, accepting eco-friendly packaging and visiting green hotels (Birch et al. 2018; Verma et al. 2019).”
Background
Empowering Sustainability: Examining the Psychological Benefits of Sustainable Consumption for Self‐Esteem Enhancement
Yeo, H., & Hwang, H. (2025) · Sustainable Development · doi:10.1002/sd.3538 · Cited by 4
Influence leads intention: How micro-celebrity endorsements and care motivations drive sustainable consumption
Rouf, P. D. M. A., Babu, M. A., Islam, M. R., & Uddin, M. J. (2026) · Cleaner and Responsible Consumption · doi:10.1016/j.clrc.2026.100394 · Cited by 5
Can local food become an inclusive practice in urban areas? A community provisioning systems approach
Mourre, M.-L., Gonzalez, C., & Djedidi, A. (2024) · Recherche et Applications en Marketing (English Edition) · doi:10.1177/20515707241266350 · Cited by 4
Valuing consumer preferences and motivations for plant-based beverages: A CUB model analysis
Mastromonaco, G., Massaglia, S., Borra, D., Sottile, F., Peano, C., Rui, M., Mosca, O., & Merlino, V. M. (2025) · Future Foods · doi:10.1016/j.fufo.2025.100625 · Cited by 4
“These two characteristics are linked to the concept of territorial ties driven by an interest in supporting local producers and environmental sustainability (Birch et al., 2018; Bojnec et al., 2019; Varaldo et al., 2022).”
The Mediating Role of Green Advertising in Linking Personal Values and Ethical Self-identity to Green Purchase Intention
Rafiq, M., & Xinru, L. (2025) · Vision The Journal of Business Perspective · doi:10.1177/09722629251326758 · Cited by 4
Leisure time posts on WhatsApp status drive travel and tourism consumption
Agrawal, S. R., & Mittal, D. (2023) · Journal of Hospitality and Tourism Insights · doi:10.1108/jhti-12-2022-0587 · Cited by 4
Gastronomic Consumption of Local Foods and Their Drivers: A Bibliometric Analysis
Caetano, G., Christino, J. M. M., Noronha, A. L. S., & Figueiredo, L. H. D. S. (2023) · Journal of Quality Assurance in Hospitality & Tourism · doi:10.1080/1528008x.2023.2254001 · Cited by 5
“Benefiting (2018), we may group these studies to five themes that dominate the literature on food tourism: motivation (Birch et al., 2018; Kumar & Smith, 2018; Zoll et al., 2018), culture (McCarthy & Liu, 2017; Sthapit et al., 2017), authenticity (Özdemir & Seyitoğlu, 2017), management and…”
Do You Really Want to Know? Exploring Desired Information Transparency for Local Food Products
Corry, R., Holt, J., Lamm, A. J., & Borron, A. S. (2023) · Sustainability · doi:10.3390/su152416752 · Cited by 4
Young consumers and mindful choices: negotiating perceived constraints and role of learned helplessness
Kour, A., Mahajan, H., Arora, N., & Dogra, N. (2025) · Young Consumers Insight and Ideas for Responsible Marketers · doi:10.1108/yc-12-2024-2369 · Cited by 3
The role of neglected and underutilized species (NUS) in sustainable development goals (SDGs): The case of sea buckthorn value chain in rural China
Zhang, H., Millan, E. S., Money, K., & Guo, P. (2025) · Future Foods · doi:10.1016/j.fufo.2025.100894 · Cited by 4
Environmental values, attitude and employee green behaviour in industrial parks: the moderating role of perceived policy effectiveness
Tran, M. L., & Nguyễn, T. P. L. (2026) · International journal of organizational analysis · doi:10.1108/ijoa-08-2025-5881 · Cited by 3
Examining the Importance of Motivation and Its Impact on Outcome Variables in the Context of Edible Insect Restaurant
Hwang, J., Kim, H., & Kim, J. J. (2023) · SAGE Open · doi:10.1177/21582440231180088 · Cited by 3
“In the research by Birch et al. (2018), the consumers’ present day food consumption was described as more mindful in regards to making a balance between egoistic and altruistic motivation.”
Background
What Motivates Generation Z in Vietnam to Purchase Organic Food? An Application of Extended Theory of Planned Behaviour
Nguyen, P. M., Phan, B. T., Hung, T. H., & Lưu, T.-M.-N. (2024) · GATR Journal of Management and Marketing Review · doi:10.35609/jmmr.2024.9.1(2 · Cited by 3
Developing and testing a theoretical model of food donation behavior
Jang, H.-W., Seo, E., Nunkoo, R., & Cho, M. (2024) · Journal of Sustainable Tourism · doi:10.1080/09669582.2024.2399163 · Cited by 3
“Values and beliefs that highlight the importance of addressing food insecurity issues tend to be associated with both egoistic motivations (e.g. self-interest) and altruistic motivation (e.g. societal benefits, supporting local communities, the economy, and the environment) (birch et al., 2018).”
« Le digital ? Il y a des choses bien et d’autres moins. . . » : Comprendre l’attitude ambivalente des acheteurs d’aliments locaux à l’égard des circuits courts alimentaires digitalisés avant et pendant le confinement de mars 2020
Rogeon, F. (2024) · Recherche et Applications en Marketing (French Edition) · doi:10.1177/07673701241291483 · Cited by 3
“Les acheteurs sont en attente d’informations sur l’origine géographique des produits alimentaires (e.g. Birch et al., 2018 ; Kim et Huang, 2021 ; Merle et Piotrowski, 2012) et cette information influence positivement leur intention d’acheter des aliments locaux (Merle et al., 2016).”
Understanding Consumers’ Functional Beverages Purchase Intention: Modeling the Impact of Explanatory Factors
Димитрова, Т., Ilieva, I., & Terziyska, M. (2025) · BIO Web of Conferences · doi:10.1051/bioconf/202517001020 · Cited by 3
“Some studies have demonstrated that consumers’ personal values (altruism and egoism) are predicted purchase intentions toward organic food [12], local food [13], and organic wine [14].”
Insights on animal welfare and online information as drivers of sustainable dietary habits
Schlereth, N., Kassa, G. A., Frick, F., & Sauer, J. (2025) · Food Quality and Preference · doi:10.1016/j.foodqual.2025.105621 · Cited by 3
The Role of Pro-Environmental Belief as a Driver of Green Purchase Behavior: Green Product Quality as a Moderating Variable
Astarini, R. D., & Pratomo, L. A. (2022) · International Conference of Business, Accounting, and Economics (ICBAE) · doi:10.4108/eai.10-8-2022.2320825 · Cited by 3
Green Consumption Values and Consumer Purchase Intentions on P2P Platforms
Martey, E. M., Tornyi, I., Mante, G. D. K., & Addo, P. (2023) · Asian Journal of Business and Accounting · doi:10.22452/ajba.vol16no1.10 · Cited by 3
The Impact of Consumption Values and Environmental Purchase Motives on Pro-Environmental Purchase Behavior : A Focus on Generation MZ and Generation X
Jung, J., & So, Y.-O.-C. (2023) · Korean Journal of Human Ecology · doi:10.5934/kjhe.2023.32.5.569 · Cited by 3
A tale of two paths to vaccine acceptance: self-interest and collective interest effect, mediated by institutional trust, and moderated by gender
Kol, O., Zimand-Sheiner, D., & Levy, S. (2024) · Humanities and Social Sciences Communications · doi:10.1057/s41599-024-03070-w · Cited by 3
“Items for collective interest were taken from Price et al. (1995) and the items for self-interest from Birch et al. (2018).”
SDG: Consumer's Perception Towards Herbal/Organic Products with Respect to Sustainable Development Goals
Muthuswamy, V. V., & Manoharan, K. (2024) · Journal of Lifestyle and SDGs Review · doi:10.47172/2965-730x.sdgsreview.v4.n04.pe01994 · Cited by 3
“Birch et al .”
A scoping review of food consumer aspects in transitioning to a safe and just agrifood system
Moghayer, S., Manouchehrabadi, B., Tiboldo, G., Ferrer‐Pérez, H., Kozicka, M., van Dijk, M., Farina, G., Castellari, E., Moro, D., & Philippidis, G. (2024) · Q Open · doi:10.1093/qopen/qoae030 · Cited by 5
Ambivalent perception of cause-related marketing: investigating the (in)congruence of opposite motivational perceptions on consumer evaluations
Wang, Y., Chen, Y., Fang, J., & Xiong, B. (2024) · Industrial Management & Data Systems · doi:10.1108/imds-05-2024-0495 · Cited by 2
What makes a devoted local-food-buying club customer?
Benedek, Z., & Fertő, I. (2024) · Heliyon · doi:10.1016/j.heliyon.2024.e40030 · Cited by 2
“Reasons include increased freshness, better taste, food safety, and traceability issues as a consequence of seasonality, sustainable production methods, short transportation distances, and the existence of direct interaction [32,33].”
What (in)compatibilities between the local food shopping and digitalization of short food supply chains?
Rogeon, F. (2025) · International Journal of Retail & Distribution Management · doi:10.1108/ijrdm-10-2024-0548 · Cited by 2
Association of Meat Attachment with Intention to Reduce Meat Consumption Among Young Adults: Moderating Role of Environmental Attitude
Kim, S.-Y., & Maeng, M. H. (2025) · Nutrients · doi:10.3390/nu17162637 · Cited by 2
“This focus on health may stem from the observation that self-centered motives, such as health concerns, have a greater impact on dietary choices than altruistic motives [24,44,45].”
Drivers of Local Food Consumption Among Young Consumers: Integrating Intrinsic and Extrinsic Motivations
Savelli, E., & Gissi, V. (2025) · Sustainability · doi:10.3390/su17208969 · Cited by 2
Consumer interferences – exploring the attitude-behavior gap for domestic food products
Welinder, A., & Hultman, J. (2025) · The International Review of Retail Distribution and Consumer Research · doi:10.1080/09593969.2025.2579536 · Cited by 2
“Birch, Memery, and De Silva Kanakaratne (2018) investigate the egoistical and altruistic motives behind the gap, providing a richer understanding of the emotional and moral dimensions of consumer choices.”

Authors: Birch, D., Memery, J., & De Silva Kanakaratne, M.
Affiliations: Bournemouth University (GB)
Corresponding author: Memery, Juliet
ORCID: Birch, Dawn
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)
DOI: 10.1016/j.jretconser.2017.10.013
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: green
eprints.bournemouth.ac.uk
Licence: www.elsevier.com/tdm/userlicense/1.0/ (tdm)
www.elsevier.com/legal/tdmrep-license (tdm)
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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The mindful consumer: Balancing egoistic and altruistic motivations to purchase local food

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