Embedding local food consumer behavior in place: local identity, attachment to tradition, and connectedness with nature through a self-categorization perspective

Purpose. Drawing from self-categorization theory (SCT), this study aims to explore how individuals’ place-belonging needs, tied to social identity constructs such as local identity, attachment to tradition, and connectedness with nature, drive local food consumer behavior. Design/methodology/approach. This study uses a sequential mixed methods design. To test the hypotheses, the authors first conducted a survey-based quantitative study using regression analysis and fuzzy-set qualitative comparative analysis (fsQCA) with a sample of Italian residents (n = 495). This was followed by a qualitative study (n = 31), based on semi-structured depth interviews, which explored regional Italian consumers’ real-world experience of local food purchase and addressed the intention–behavior gap. Findings. The quantitative analysis reveals that local identity, attachment to tradition, and connectedness with nature positively shape local food attitudes and drive purchase intention, with urban/rural residency significantly moderating the effects of attachment to tradition and connectedness with nature. The qualitative findings show that purchase intention translates into behavior when marketing cues emphasize these social identity, place-belonging needs. Research limitations/implications. The findings are generalizable to Global North regions with (post-)industrial trajectories similar to Italy’s but offer a basis for experimental studies examining the role of place in different local food purchase settings. Practical implications. This research offers detailed strategic marketing insights to support the promotion of local food consumption in both the private and public sectors, countering global competition and enhancing consumer engagement in their local food system. Originality/value. This research integrates the marketing and food geography literatures through a social psychology lens (SCT), quantitatively testing for the first time the role of place-belonging needs as drivers of local food purchase intention. Complementary fsQCA results provide critical nuance on the moderating role of consumers’ place of residence, while the qualitative study explains how self-categorization can shape behavioral outcomes in real-world contexts.