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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 selfidentity, 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.

Purpose-This study aims to investigate how attributes associated with local food (intrinsic product quality; local support) motivate purchase behaviour. Previous research assumes heterogeneity in consumer motivation, but this has never been formally assessed. As such, the influence of local food attributes in motivating product use is integrated into a model in which consumer values and personal characteristics/situational variables are specified as moderators. Design/methodology/approach-Eight hypotheses are tested using data collected from a quota sample of respondents recruited via an online panel of 1,223 shoppers. A three-stage analysis is used using structural equation modelling. Moderation effects are tested using both latent interactions and multiple-group analysis. Findings-Shoppers purchase local food more frequently as a consequence of local support rather than intrinsic product quality. Unpicking these relationships reveal that local support has an amplified effect when local identity is higher, and when the shopper is either female or of an older age (55 years plus). Surprisingly, the influence of intrinsic product quality is equivalent by gender, age and location (rural/urban). Practical implications-Marketers promoting locally produced foods should focus on both the intrinsic attributes of local food as well as the role it plays within the local community. The latter is more likely to be successful with communications aimed at women and older consumers. Originality/value-With previous studies focusing on how local food attributes influence favourable consumer behaviours, the current study unpicks these relationships by examining

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PurposeDespite growing awareness of ethical and social responsibility (E&SR) issues in academia and industry, investigation of their influence on consumers' buying decisions has been limited. To help fill this gap, this paper reports the findings of a preliminary investigation to establish the key E&SR factors affecting grocery shopping behaviour.Design/methodology/approachThe study drew upon existing literature in the areas of ethics, social responsibility, shopping and store image to identify the individual elements of E&SR. An exploratory qualitative study of E&SR consumers (E&SRC) was then conducted, using seven focus groups, and a typology of key factors of concern to these consumers was derived from analysis.FindingsThe findings identify seven core categories, containing seventy‐one sub‐categories. These interlink to form three main clusters: food quality and safety, human rights and ethical trading, and environmental (green) issues. Shoppers trade off these E&SR factors against standard retail purchasing factors, in particular convenience, price and merchandise range when deciding which shops to use and what products to buy.Research limitations/implicationsThe typology derived from this exploratory research may be used alongside conventional store image factors in future research, to help predict those factors that influence purchasing behaviour. Similarly, it may assist brand and retail managers in profiling, and meeting the needs of, E&SRC.Originality/valueThe research distinguishes differences in how shopper types vary in their behaviour, and proposes a set of implications for managers of the research and areas for further investigation.

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Food tourism is a growing phenomenon with a particular emphasis on experiencing authentic and traditional local foods, which provides a vehicle for local producers and service providers to develop regional identities, enhance environmental awareness, and conserve traditional ways of life. However, past research indicates that whilst many tourists are interested in local food and drink, a number do not consume any whilst visiting a destination. This study explores why this intention behaviour gap may occur. Five hypotheses are tested using data collected from a sample of 546 respondents recruited via an online panel of visitors to South East Queensland, Australia. Regression analysis explores differences in attitudes, behaviours, barriers and drivers, and concludes an intention-behaviour (purchase) gap is evident. Whilst future visitors had high intentions to purchase local food, past visitors purchased less than might be anticipated. This is possibly due to past visitors holding less favourable attitudes and beliefs than future visitors due to expectations not being met. Key perceived barriers associated with lack of marketing and distribution, inconvenience, price and quality issues, and lack of trust the product is actually local may compound the issue. Practical suggestions are offered to producers, service providers and management on how they may close the intention/behaviour gap through a variety of marketing, distribution and communication strategies. This study provides new insight into why what visitors say they will do may not translate into actual behaviour, an area that has not been explored previously in this context, through studying the drivers/barriers to purchase/consumption.