An Extended Model of the Theory of Planned Behaviour to Predict Local Wine Consumption Intention and Behaviour

The consumption of local agricultural products boosts the regional economy and employment whilst preserving the rural landscape and environment. In this research, the background of local wine consumption behaviour will be studied, using an extended model of the Theory of Planned Behaviour. Partial least squares structural equation modelling (PLS-SEM) was used to test the hypotheses. The study was conducted in the Canary Islands with a sample of 762 people. The results confirmed a relationship between intention and perceived behavioural control. Furthermore, the ethnocentric personality was found to have a positive influence and the cosmopolitan personality a negative influence. The personal norm and place identity were also confirmed to be related to attitudes towards such behaviour. This study contributes to the literature by adding constructs to this theory that are relevant to local wine consumption. It also addresses the implications for those involved in the marketing of local products.

Automated summary

This study examines the background of local wine consumption behavior and confirms the relationship between intention and perceived behavioral control, as well as the impact of personal norms and place identity on attitudes. It also finds that ethnocentric personality has a positive influence on consumption, while cosmopolitan personality has a negative influence.