Research

Exploring North Carolina Consumers' Local Food Purchasing Intentions and Behaviors: An Application of the Theory of Planned Behavior

Authors

• • Jean A Parrella jparrella@vt.edu Email Jean A Parrella. (compose email, opens in email app.)
  • Virginia Polytechnic Institute and State University
• • Catherine Sanders
  • North Carolina State University at Raleigh
• • Peng Lu
  • University of Georgia
• • Rafael Landaverde
  • Texas A&M University

Abstract

Consumers' interest in local food has increased in recent years, driven by their desire to support alternative agricultural systems. Despite this interest, local food constitutes only a fraction of total U.S. agricultural sales. Our study explores the factors influencing the intentions and behaviors of North Carolina consumers when purchasing local food by using an extended theory of planned behavior (TPB) model. We developed a survey instrument and purchased a non-probability sample of 933 North Carolina consumers using the Qualtrics sampling services. The results from our structural equation model indicate that behavioral intentions and subjective knowledge influence purchasing frequency, explaining 13.6% of the variance in purchasing frequency. In addition, consumers' attitudes, subjective norms, and perceived behavioral control influence behavioral intentions, explaining 47% of the variance in behavioral intentions. These results highlight the importance of providing North Carolina consumers with clear information on where to buy local food because they are more likely to purchase it if they know where it is available. Communications and marketing strategies should also seek to increase these consumers' understanding of local food systems, improve social support for local food, and reduce perceived barriers to purchasing such products. Our study contributes to the literature by providing novel insights into the factors influencing consumers' local food purchasing intention and behavior. The results can inform targeted communications and marketing strategies promoting local food systems in North Carolina, ultimately increasing consumer engagement and support for local agriculture.

Keywords: agricultural communication, consumer behavior, food marketing, local food systems, theory of planned behavior

How to Cite: Parrella, J. A. , Sanders, C. , Lu, P. & Landaverde, R. (2026) “Exploring North Carolina Consumers' Local Food Purchasing Intentions and Behaviors: An Application of the Theory of Planned Behavior”, Journal of Applied Communications. 110(2). doi: https://doi.org/10.4148/jac.20850