Reducing the intention-to-behaviour gap for locally produced foods purchasing

Abstract

Purpose – The study regarding retail grocery considers the mediating effect of store atmospheric responsiveness (SAR) on the relationship of purchase intentions (PI) and extent of purchase (EP) for locally produced foods as well as potential moderators of trust and price consciousness (PC). The paper aims to discuss these issues. Design/methodology/approach – The study used survey methodology of 755 grocery store shoppers for locally produced foods and structural equations modelling to test proposed relationships. Findings – A significant positive relationship between PI and EP for locally produced foods exists and that SAR mediated the relationship. Trust was found to moderate the relationship of PI and EP, while PC moderated the SAR to EP. Research limitations/implications – The use of a survey methodology which may lack generalizability. Customers may report desired vs actual intentions or behaviours, and the sample included a large majority of female and Caucasian shoppers. The framework can serve as a guide for future research on store atmospherics in retail grocery. Practical implications – In-store atmospheric factors are important to customer PI and their EP behaviours for locally produced foods. Trust of store and PC are also important. Results may aid managers in determining appropriate in-store “atmospheric” variables to help support customer decision making as they grocery shop. Originality/value – This paper adds value to the literature by considering the role of the store environment on behavioural outcomes like EP of locally produced foods and adds a unique perspective by creating a combined assessment of store atmospherics and individual consumer traits in the grocery shopping domain.