0000000000373032
AUTHOR
Mikko Murphy
A behavioural reasoning perspective on the consumption of local food. A study on REKO, a social media-based local food distribution system
Consumption of local food is increasing due to its convenience and multiple perceived benefits. However, the factors shaping consumer attitude towards local food and brand love for local food have received limited academic attention. The study thus investigates the under-explored concept of self-identity, attitude towards local food, and brand love, along with contextual variables with respect to local food consumption. Behavioural Reasoning Theory (BRT) is adopted as the theoretical frame in which self-identity is utilised as value, supporting the environment and positive product perception about the food sold by REKO are the reasons for choosing local food, and negative product perception…
What drives brand love and purchase intentions toward the local food distribution system? A study of social media-based REKO (fair consumption) groups
Local food is gaining increasing popularity among consumers due to its association with sustainable consumption. However, for a product to be commercially successful, such growing popularity should translate into high purchase intentions and positive associations with the product post-consumption. Although this success has not yet been reflected for local food consumption, research in this area has remained limited. The present study addresses this gap by examining the antecedents of brand love for both the local food distribution system and the local food it distributes. The study thus employs the stimuli-organism-response (SOR) theory, which indicates that certain environmental stimuli in…