Amplifying local food consumption and increasing basket value through shopping basket attributes saliency
(A2025-126450)

AUTHORS

khalid Hamdaoui, University of Neuchâtel; Valéry Bezençon, University of Neuchâtel

ABSTRACT

Despite positive attitudes reported toward local food products consumption, a gap yet remains between such attitudes and actual purchasing behavior. This study investigates whether disclosing the localness score of grocery baskets influences consumer identity congruence and future purchase intentions. Through a pre-registered online experiment with 448 UK-based participants, we assigned subjects to one of three conditions (control, low, or high basket localness scores). Results show disclosing low localness scores reduces identity congruence and significantly increases planned local food purchases, while disclosed high scores enhance identity congruence without altering purchase intentions. These findings underscore the potential of basket-level localness cues in addressing the attitude-behavior gap, supporting interventions aimed at promoting sustainable food consumption.