Festival tourists’ loyalty: The role of involvement in local food festivals

The emergence of coronavirus disease 2019 (COVID-19) has considerably changed global food production, processing, and consumption at different levels. Sojourners are among those who have experienced a higher level of food insecurity during the crisis of the COVID-19 outbreak. The current research aimed to investigate the immediate consumption behavioral intentions of the Pakistani international students in the People's Republic of China (PRC) during the wake of COVID-19 pandemic. This study applied the Theory of Planned Behavior (TPB) and background factors of food safety and health consciousness that influence the consumption behavioral intention of Pakistani students toward unfamiliar local food in China. A relational model was analyzed where food safety and health consciousness were hypothesized to serve as background variables associated with TPB components. Moreover, the indirect effects of food safety and health consciousness on behavioral intentions were assessed. The data were collected through convenience samples from 462 Pakistani international students and were analyzed through partial least square structural equation modeling (PLS-SEM). The results confirmed that food safety and health consciousness were positively associated with attitude (ATT), subjective norm (SN), and perceived behavioral control (PBC). However, food safety and health consciousness were indirectly associated with the behavioral intention only through ATT and SN. The results highlighted the role of food safety and health consciousness as important antecedents of classical TPB components that affect intentions and behaviors to avoid unfamiliar local food in a migrated context. The present study provides enlightenment to those who aim to investigate the consumption behavioral intentions of sojourners in the wake of the pandemic situation based on food safety and health consciousness. The findings of the current study are also applicable to general consumption patterns in the food sector.

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Innovation Networks: A Tool for Food-Culture Preservation and Sustainability in the Era of Globalization

Journal of Sustainable Development ◽

10.5539/jsd.v12n1p10 ◽

2019 ◽

Vol 12 (1) ◽

pp. 10

Author(s):

Ibrahim Baghdadi

Keyword(s):

Empirical Study ◽

Local Food ◽

Food Culture ◽

Local Market ◽

Innovation Networks ◽

Innovation Network ◽

Organizational Conditions ◽

The Impact

The growing exposure to globalization, since 1990s, has initiated some significant alterations to the Lebanese economy, society, and culture. For the last two decades, it has been observed that international cuisines and eccentric menu items have been invading the local market and taking over ethnic and traditional cuisines, what threatens, if this trend continues, the identity of traditional cuisine and, consequently, the sustainability of local food culture. Departing from the case of Lebanon, this paper studies the impact of globalization on traditional cuisine and highlights the role of networks in sustaining local food culture. The findings of our empirical study revealed the necessity to modernize the traditional cuisine through a coordinated set of heterogeneous and professional actors who collectively take part in the process. The ability of these actors to innovate is found related to the organizational conditions of the networks to which they belong, and to the ability of these networks for innovation, what refers us to the concept of “innovation network” that we are proposing, through this study, as a solution to the dilemma of food - culture preservation and sustainability.

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What Is Our Culture? I Don’t Even Know

Black Food Geographies ◽

10.5149/northcarolina/9781469651507.003.0004 ◽

2019 ◽

pp. 69-90

Author(s):

Ashanté M. Reese

Keyword(s):

Food Access ◽

Food System ◽

Local Food ◽

Community Building ◽

Local Food System ◽

Self Reliance

This chapter turns to the role of nostalgia in placemaking, community building, and the ways residents evaluated their local food system. In it, residents discuss self-reliance as a foundational ethos in the neighborhood’s history and also offer critiques of themselves and each other for not embodying self-reliance in the present, reflecting on the question “who is responsible?” for unequal food access. This chapter makes a claim that nostalgia plays an important role in the stories that people tell about food in the neighbourhood.

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Go local or go global: how local brands promote buying impulsivity

International Marketing Review ◽

10.1108/imr-10-2018-0292 ◽

2019 ◽

Vol 37 (1) ◽

pp. 1-28 ◽

Cited By ~ 1

Author(s):

Eline L.E. De Vries ◽

Bob M. Fennis

Keyword(s):

Local Food ◽

Psychological Distance ◽

Construal Level ◽

Brand Positioning ◽

Content Type ◽

Global Brands ◽

Mediating Role ◽

Global Brand ◽

Positioning Strategy

Purpose Using food brands as a case in point, the purpose of this paper is to examine the relationship between a local vs global brand positioning strategy and buying impulsivity, as well as the mediating role of construal level. The findings add a psychological argument to the array of reasons for firms to opt for a local instead of a global brand positioning strategy: local food brands promote higher levels of buying impulsivity than global brands by lowering consumers’ level of construal. Design/methodology/approach Five experiments use student and nonstudent samples, different construal level indices and generic and brand-specific buying impulsivity measures to test the hypotheses. Findings Local food brands promote higher levels of buying impulsivity than global brands by lowering consumers’ level of construal. Because local brands are proximal to consumers’ lifestyles, values, preferences and behaviors, they decrease the psychological distance between the brand and the consumer, compared with global brands. The smaller psychological distance lowers consumers’ construal level and renders the immediate, concrete, appetitive attributes of the product more salient, thus making consumers more prone to impulsively buy a local brand than a global one. Practical implications For the choice between a global or local brand positioning strategy, this paper argues in favor of the latter. Local (food) branding is a concrete brand positioning mechanism that can influence and benefit from consumers’ buying impulsivity. Originality/value The research reveals heretofore unknown but important implications of local vs global brand positioning strategies for consumers’ construal level and buying impulsivity.

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The Local Food Environment and Food Security: The Health Behavior Role of Social Capital

International Journal of Environmental Research and Public Health ◽

10.3390/ijerph16245045 ◽

2019 ◽

Vol 16 (24) ◽

pp. 5045 ◽

Cited By ~ 1

Author(s):

Christopher J. Paul ◽

John E. Paul ◽

Rosa S. Anderson

Keyword(s):

Social Capital ◽

Food Security ◽

Health Behavior ◽

Food Environment ◽

Local Food ◽

Social Institutions ◽

Illustrative Case ◽

Food Politics ◽

Substantial Impact

Food politics and economic forces may determine the macro conditions for food supply, but the local environment has the most substantial impact on population health. Food security is determined not only by the basic availability of food, but also by social, economic, and cultural factors influencing dietary behaviors. This paper investigates the role of social institutions, specifically social capital, in affecting food security by proposing a theoretical linkage between social capital and health behavior, and an illustrative case is provided. Social capital, defined as the value of the bonding, bridging, and linking relationships between people, is well demonstrated to be related to health. Many mechanisms link social capital to health, including shared access to food and nutritional behaviors. Further, social capital influences health through social status and race. This paper further investigates the links between minority status, food security, social capital, and health. The analysis draws on empirical work in North Carolina with community gardens, faith communities, the local food environment, and other social capital-related variables. By investigating the nature of local food security, particularly for minority populations, this analysis allows for better integration of local conditions with global food politics.

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Local versus global food consumption: the role of brand authenticity

Journal of Consumer Marketing ◽

10.1108/jcm-02-2019-3086 ◽

2020 ◽

Vol 37 (3) ◽

pp. 317-327

Author(s):

Petra Riefler

Keyword(s):

Local Food ◽

Experimental Studies ◽

Local Food Movement ◽

Content Type ◽

Global Brands ◽

Brand Authenticity ◽

Consumer Markets ◽

Food Movement ◽

Global Food

Purpose This paper aims at investigating the contemporary trend toward regional consumption from the perspective of consumers’ search for brand authenticity. In particular, the paper joins literature on brand authenticity from the marketing literature and literature on the local food movement to investigate consumers’ response to authenticity claims in the competition of local and global food brands. Design/methodology/approach The paper engages in a series of three experimental studies; one of which uses a Becker–DeGroot–Marschak lottery to assess individuals’ willingness to pay for authenticity claims of (non)global brands. Findings Findings show that authenticity perceptions lead to higher brand value independent of brand globalness; while global brands can mitigate competitive disadvantages in localized consumer markets by actively authenticating their brand image. Originality/value This paper reveals the usefulness of authentic brand positioning for global beverage brands when competing with local beverage brands to overcome the liability of globalness. To sustainably benefit from the local food movement, local brands thus will require to build up brand images beyond associations of mere authenticity.

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