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

Memery, J., Birch, D. and De Silva Kanakaratne, M., 2018. The Mindful Consumer: Balancing egoistic and altruistic motivations to purchase local food. Journal of retailing and consumer services. (In Press)

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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.

Item Type:Article
ISSN:0969-6989
Uncontrolled Keywords:local food ; egoistic and altruistic motivations ; ethical self-identity ; health consciousness ; food safety ; environmental consciousness
Group:Faculty of Management
ID Code:29897
Deposited By: Unnamed user with email symplectic@symplectic
Deposited On:23 Oct 2017 14:18
Last Modified:23 Oct 2017 14:18

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