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

Dawn Birch; Juliet Memery; Maheshan De Silva Kanakaratne

doi:10.1016/j.jretconser.2017.10.013

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

Journal article

Open access

Peer reviewed

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, Vol.40, pp.221-228

2018

DOI: https://doi.org/10.1016/j.jretconser.2017.10.013

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Abstract

Marketing

Tourism

Business and Management

Food Safety

local food

egoistic and altruistic motivations

ethical self-identity

health consciousness

environmental consciousness

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.

Details

Title: The mindful consumer: Balancing egoistic and altruistic motivations to purchase local food
Authors: Dawn Birch (Author) - Bournemouth University, United Kingdom
Juliet Memery (Author) - Bournemouth University, United Kingdom
Maheshan De Silva Kanakaratne (Author) - Bournemouth University, United Kingdom
Publication details: Journal of Retailing and Consumer Services, Vol.40, pp.221-228
Publisher: Elsevier Ltd.
Date published: 2018
DOI: 10.1016/j.jretconser.2017.10.013
ISSN: 0969-6989
Copyright note: Copyright © 2018. This manuscript version is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd/4.0/
Organisation Unit: University of the Sunshine Coast, Queensland; USC Business School - Legacy
Language: English
Record Identifier: 99450416702621
Output Type: Journal article