Zhang Ting, Chen Jing, Grunert Klaus G
School of Business Administration, Guangdong University of Finance, 527 Yingfu Road, Tian He District, 510521 Guangzhou, China.
MAPP Centre, Department of Management, Aarhus University, Fuglesangs Allé 4, 8210 Aarhus V, Denmark.
Food Qual Prefer. 2022 Mar;96:104428. doi: 10.1016/j.foodqual.2021.104428. Epub 2021 Oct 16.
The outbreak of the coronavirus pandemic (Covid-19) has profoundly affected the food systems, leading to consumer concerns about the lack of reliability and safety of global foods and a growing trend towards consuming local foods. Consumers have formed multicultural identities, such as global identity and local identity, under the influences of global and local consumer culture. This study develops a conceptual model to examine the impact of consumer global-local identity, locavorism, and consumer xenocentrism on consumer attitudes towards and intentions to buy local foods during Covid-19 crisis. We conducted an online survey in China that measured the constructs using established scales. Using structural equation modelling to test the proposed hypotheses, we find that: a higher degree of global identity will lead to a higher degree of consumer xenocentrism, whereas a higher degree of local identity will lead to a lower degree of consumer xenocentrism; local identity significantly and positively predicts locavorism; contrary to the prediction, the impact of global identity on locavorism is not significant; a higher degree of consumer xenocentrism will lead to a lower degree of attitude towards buying local foods. Theoretically, our findings contribute to the understanding of literature on local food consumption, consumer global-local identity, and consumer xenocentrism. Local food marketers can obtain practical insights based on our findings.
冠状病毒大流行（新冠疫情）的爆发对食品系统产生了深远影响，引发了消费者对全球食品缺乏可靠性和安全性的担忧，以及消费本地食品的趋势日益增长。在全球和本地消费文化的影响下，消费者形成了多元文化身份，如全球身份和本地身份。本研究构建了一个概念模型，以检验消费者的全球 - 本地身份、本地主义以及消费者崇外倾向在新冠疫情危机期间对消费者对本地食品的态度和购买意愿的影响。我们在中国进行了一项在线调查，使用既定量表测量相关构念。通过结构方程模型检验所提出的假设，我们发现：较高程度的全球身份会导致较高程度的消费者崇外倾向，而较高程度的本地身份会导致较低程度的消费者崇外倾向；本地身份显著且正向地预测本地主义；与预测相反，全球身份对本地主义的影响不显著；较高程度的消费者崇外倾向会导致对购买本地食品的态度较低。从理论上讲，我们的研究结果有助于理解关于本地食品消费、消费者全球 - 本地身份和消费者崇外倾向的文献。本地食品营销人员可以基于我们的研究结果获得实用见解。
