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

Local food (LF) consumption has achieved increasing attention over the last few 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 modelling (SEM) on a sample of 931 respondents, this study reveals the significant roles of perceived benefits, knowledge, satisfaction, and food sustainability concern (FSC) in shaping people’s intention to consume LF. Moreover, the findings underscore the importance of food sustainability concerns, as an extrinsic motivation improving the effect of the intrinsic ones, thus fostering a persistent intention to consume local food.