Exploring local food consumption in restaurants through the lens of locavorism

Although a consumer movement to local food consumption has been of considerable interest to the foodservice industry, little is known about the factors that affect consumers' preferences for local food served in restaurants and the mechanism by which those factors affect purchase behaviors. Drawing on the new consumer movement theory, this study examined consumers' ideology of local food, referred to as 'locavorism,' as an intermediate process that explains the effects of three psychosocial factors on consumers' behavioral intentions. Using data collected from 203 U.S. residents in the same locality, this study found that environmental attitude, community attachment, and health consciousness are related positively to locavorism, which, in turn, predicts consumers' purchase intentions and willingness to pay more for locally sourced menu items at restaurants. The study discussed the theoretical and practical implications of these findings for hospitality academics and practitioners.