Drivers of Local Food Consumption among Young Consumers: Integrating Intrinsic and Extrinsic Motivations

Local food (LF) consumption has achieved increasing attention over the last decades given its potential to enhance social, economic, and environmental sustainability. Despite its benefits, understanding consumer behaviour towards LF remains underexplored. This study investigates intrinsic and extrinsic motivations for LF consumption among young Italian consumers, applying Self-Determination Theory (SDT). Using structural equation modeling (SEM) on a sample of 931 respondents, the study reveals significant roles for perceived benefits, knowledge, satisfaction, and food sustainability concern (FSC) in shaping LF consumption intentions. Moreover, the findings underscore the importance of food sustainability concern, as and extrinsic motivation improving the effect of the intrinsic ones, thus fostering persistent intention to consume local food.