Self-Congruity and the Theory of Planned Behavior in the Prediction of Local Food Purchase

The primary purpose of this study is to investigate antecedents to behaviors associated with purchasing local food by using the extended theory of planned behavior with additional considerations of self-congruity theory. Structural equation modeling was conducted to examine direct and indirect effects of attitude, subjective norms, perceived behavioral controls, intention, and self-congruity on local food purchases. Overall, purchasing local food was found to be a multifaceted and dynamic decision-making process. In addition, self-congruity was found to impact consumers’ local food purchase directly and indirectly, indicating that it was a meaningful addition to the theory of planned behavior model.