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Embedding local food consumer behavior in place: local identity, attachment to tradition, and connectedness with nature through a self-categorization perspective

Alessandro Graciotti Orcid Logo, Marco Balzano

European Journal of Marketing, Volume: 59, Issue: 13, Pages: 303 - 331

Swansea University Author: Alessandro Graciotti Orcid Logo

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DOI (Published version): 10.1108/ejm-08-2023-0656

Abstract

Purpose: Drawing from self-categorization theory (SCT), this study aims to explore how individuals’ place-belonging needs, tied to social identity constructs such as local identity, attachment to tradition, and connectedness with nature, drive local food consumer behavior. Design/methodology/approac...

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Published in: European Journal of Marketing
ISSN: 0309-0566 1758-7123
Published: Emerald Publishing Limited 2025
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URI: https://cronfa.swan.ac.uk/Record/cronfa70544
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Design/methodology/approach: This study uses a sequential mixed methods design. To test the hypotheses, the authors first conducted a survey-based quantitative study using regression analysis and fuzzy-set qualitative comparative analysis (fsQCA) with a sample of Italian residents (n&#x2009;=&#x2009;495). This was followed by a qualitative study (n&#x2009;=&#x2009;31), based on semi-structured depth interviews, which explored regional Italian consumers&#x2019; real-world experience of local food purchase and addressed the intention&#x2013;behavior gap. Findings: The quantitative analysis reveals that local identity, attachment to tradition, and connectedness with nature positively shape local food attitudes and drive purchase intention, with urban/rural residency significantly moderating the effects of attachment to tradition and connectedness with nature. 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spelling 2025-10-10T13:24:15.2496682 v2 70544 2025-09-30 Embedding local food consumer behavior in place: local identity, attachment to tradition, and connectedness with nature through a self-categorization perspective 042bd992084aab82b59805a583a85bc3 0000-0003-0730-5176 Alessandro Graciotti Alessandro Graciotti true false 2025-09-30 CBAE Purpose: Drawing from self-categorization theory (SCT), this study aims to explore how individuals’ place-belonging needs, tied to social identity constructs such as local identity, attachment to tradition, and connectedness with nature, drive local food consumer behavior. Design/methodology/approach: This study uses a sequential mixed methods design. To test the hypotheses, the authors first conducted a survey-based quantitative study using regression analysis and fuzzy-set qualitative comparative analysis (fsQCA) with a sample of Italian residents (n = 495). This was followed by a qualitative study (n = 31), based on semi-structured depth interviews, which explored regional Italian consumers’ real-world experience of local food purchase and addressed the intention–behavior gap. Findings: The quantitative analysis reveals that local identity, attachment to tradition, and connectedness with nature positively shape local food attitudes and drive purchase intention, with urban/rural residency significantly moderating the effects of attachment to tradition and connectedness with nature. The qualitative findings show that purchase intention translates into behavior when marketing cues emphasize these social identity, place-belonging needs. Research limitations/implications: The findings are generalizable to Global North regions with (post-)industrial trajectories similar to Italy’s but offer a basis for experimental studies examining the role of place in different local food purchase settings. Practical implications: This research offers detailed strategic marketing insights to support the promotion of local food consumption in both the private and public sectors, countering global competition and enhancing consumer engagement in their local food system. Originality/value: This research integrates the marketing and food geography literatures through a social psychology lens (SCT), quantitatively testing for the first time the role of place-belonging needs as drivers of local food purchase intention. Complementary fsQCA results provide critical nuance on the moderating role of consumers’ place of residence, while the qualitative study explains how self-categorization can shape behavioral outcomes in real-world contexts. Journal Article European Journal of Marketing 59 13 303 331 Emerald Publishing Limited 0309-0566 1758-7123 Self-categorization theory, Place-belongingness, Local food, Local identity, Tradition, Connectedness with nature, Consumer behavior 15 12 2025 2025-12-15 10.1108/ejm-08-2023-0656 COLLEGE NANME Management School COLLEGE CODE CBAE Swansea University Another institution paid the OA fee Regione Marche – Programma Operativo Regionale (POR) Marche Fondo Sociale Europeo (FSE) 2014/2020. Progetto “Dottorato Innovativo” – Borse di studio per dottorato di ricerca per l’innovazione del sistema regionale. 2025-10-10T13:24:15.2496682 2025-09-30T14:41:36.6696211 Faculty of Humanities and Social Sciences School of Management - Marketing Alessandro Graciotti 0000-0003-0730-5176 1 Marco Balzano 2 70544__35306__e9a4aed04b7847d09b6bcea5555f1512.pdf 70544.VOR.pdf 2025-10-10T13:20:12.7912202 Output 1178507 application/pdf Version of Record true © Alessandro Graciotti and Marco Balzano. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. true eng https://creativecommons.org/licences/by/4.0/
title Embedding local food consumer behavior in place: local identity, attachment to tradition, and connectedness with nature through a self-categorization perspective
spellingShingle Embedding local food consumer behavior in place: local identity, attachment to tradition, and connectedness with nature through a self-categorization perspective
Alessandro Graciotti
title_short Embedding local food consumer behavior in place: local identity, attachment to tradition, and connectedness with nature through a self-categorization perspective
title_full Embedding local food consumer behavior in place: local identity, attachment to tradition, and connectedness with nature through a self-categorization perspective
title_fullStr Embedding local food consumer behavior in place: local identity, attachment to tradition, and connectedness with nature through a self-categorization perspective
title_full_unstemmed Embedding local food consumer behavior in place: local identity, attachment to tradition, and connectedness with nature through a self-categorization perspective
title_sort Embedding local food consumer behavior in place: local identity, attachment to tradition, and connectedness with nature through a self-categorization perspective
author_id_str_mv 042bd992084aab82b59805a583a85bc3
author_id_fullname_str_mv 042bd992084aab82b59805a583a85bc3_***_Alessandro Graciotti
author Alessandro Graciotti
author2 Alessandro Graciotti
Marco Balzano
format Journal article
container_title European Journal of Marketing
container_volume 59
container_issue 13
container_start_page 303
publishDate 2025
institution Swansea University
issn 0309-0566
1758-7123
doi_str_mv 10.1108/ejm-08-2023-0656
publisher Emerald Publishing Limited
college_str Faculty of Humanities and Social Sciences
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hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Marketing{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Marketing
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description Purpose: Drawing from self-categorization theory (SCT), this study aims to explore how individuals’ place-belonging needs, tied to social identity constructs such as local identity, attachment to tradition, and connectedness with nature, drive local food consumer behavior. Design/methodology/approach: This study uses a sequential mixed methods design. To test the hypotheses, the authors first conducted a survey-based quantitative study using regression analysis and fuzzy-set qualitative comparative analysis (fsQCA) with a sample of Italian residents (n = 495). This was followed by a qualitative study (n = 31), based on semi-structured depth interviews, which explored regional Italian consumers’ real-world experience of local food purchase and addressed the intention–behavior gap. Findings: The quantitative analysis reveals that local identity, attachment to tradition, and connectedness with nature positively shape local food attitudes and drive purchase intention, with urban/rural residency significantly moderating the effects of attachment to tradition and connectedness with nature. The qualitative findings show that purchase intention translates into behavior when marketing cues emphasize these social identity, place-belonging needs. Research limitations/implications: The findings are generalizable to Global North regions with (post-)industrial trajectories similar to Italy’s but offer a basis for experimental studies examining the role of place in different local food purchase settings. Practical implications: This research offers detailed strategic marketing insights to support the promotion of local food consumption in both the private and public sectors, countering global competition and enhancing consumer engagement in their local food system. Originality/value: This research integrates the marketing and food geography literatures through a social psychology lens (SCT), quantitatively testing for the first time the role of place-belonging needs as drivers of local food purchase intention. Complementary fsQCA results provide critical nuance on the moderating role of consumers’ place of residence, while the qualitative study explains how self-categorization can shape behavioral outcomes in real-world contexts.
published_date 2025-12-15T05:31:06Z
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