Consumers' environmental responsibility and their purchase of local food: evidence from a large-scale survey

Purpose: The paper explores whether consumers' environmentally sustainable attitudes and behaviors (e.g. saving water, energy, etc.) are associated with high frequency of local food purchases. The study uses a large sample of individual data collected across all Italian regions as well as accounts for the respondents' socioeconomic characteristics. Design/methodology/approach: The analysis uses a large sample of individual-level data (n = 21,081) collected by the Italian National Bureau of Statistics in the annual Italian Multipurpose Households Survey (MHS). Data contain individual information on the frequency of local food purchases as well as socioeconomic characteristics and environmentally friendly attitudes and behaviors. Data were analyzed using a multivariate ordered logit regression. Findings: Results indicate that individuals sensitive to environmental issues and adopting sustainable behaviors are more likely to purchase local food products than others. Also, age, education and occupational status positively are associated with a high frequency of local food purchases. Reading food nutrition labels, living in small communities as well as buying organic products are strong predictors of a higher frequency of local food choices. Originality/value: The role of individual sustainable attitudes and behaviors in local food purchases has been marginally investigated in the literature. We addressed the issue by jointly accounting for several individual-related characteristics potentially shaping such relation. To the best of authors’ knowledge, the authors use the largest sample ever used to explore the individual's local food purchases in Italy.