The Mindful Consumer: Balancing egoistic and altruistic motivations to purchase local food.

Abstract

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.