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 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.

The Influence of Products and Promotions on Purchasing Decisions Mediated in Purchase Motivation

“…Purchasing motivation is the driving force of consumers to buy or interest in buying an item or service (Ajzen, 1991). The relationship between purchase motivation and purchase decision has been made by Miauw (2016), Nwankwo, et al (2014), Birch et al (2018), Hwang (2016), andIndumathi and Dawood (2016).…”

“…Promotion is a part of marketing strategy, where promotion has a function to provide information, persuade, and remind consumers both directly and indirectly of a product sold (Kotler and Keller, 2012). Meanwhile, purchasing motivation is the power of consumers to buy or interest in buying an item or service (Ajzen, 1991).Promotional relationships with supportive purchase motivation have been carried out by Birch, et al (2018), Deebhijarn (2016), Astuti, et al (2015), and Payson and Karunanithy (2016). As well, different results have been made by Cornwell and Coote (2005).CAT products have special promotional offers to their customers, namely: A lease-purchase offer, that is, the unit is leased for…”

“…This means that the purchase motivation with purchasing decisions has a fairly weak relationship.Purchasing motivation is the driving force of consumers to buy or interest in buying an item or service (Ajzen, 1991). Whereas, the Purchasing Decision is the consumer has the intention to buy the desired item (Schiffman and Kanuk, 2004).The relationship between purchase motivation and purchase decision has been made by Miauw (2016), Nwankwo, et al (2014), Birch et al (2018), Hwang (2016), andIndumathi and Dawood (2016).In fact, with increasing buying desire is positively correlated to consumer purchasing decisions. However, consumers still consider the needs of projects in the field because the items purchased are tools that must be used for work.…”

Is Environmental Awareness a Good Predictor of an Individual’s Altruism Level?

“…Recently, studies have revealed that altruism or altruistic motivation has a significant effect on increasing the individual's environmental awareness level when a simple Likert scale is used to measure environmental awareness [5][6][7]. Furthermore, many studies use Likert-type scales to evaluate an individual's environmental awareness level [8][9][10], but these studies do not test or mention whether a simple Likert-type environmental awareness index can capture altruism as measured by a psychometric altruism index: an index used in psychology to identify an individual's altruism level through compounding various items reflecting an individual's altruistic actions. To date, no studies have quantitatively analyzed how the Likert-type environmental awareness index is related to altruism measured with a psychometric index or how the environmental awareness index can capture factors that are linked to the psychometric altruism index.…”

High Involvement and Ethical Consumption: A Study of the Environmentally Certified Home Purchase Decision

“…They prefer to purchase products with socially responsible attributes and consider the ethical aspects of products when making purchasing decisions [4,5]. A considerable amount of research into understanding ethical shopping behaviour has focused on products with low financial and social risk, such as running shoes [6], fair-trade coffee [7,8], and locally sourced produce [9,10]. Common throughout this literature is the notion of an attitude-behaviour gap [11][12][13].…”