지역농산물 소비 가치가 로컬푸드 구매행동에 미치는 영향: 지역애착의 조절효과를 중심으로

초록

This study examines how consumers' perceived consumption values of local agricultural products influence their purchase attitudes and purchase intentions toward local food, and investigates whether place attachment moderates these relationships. A survey was conducted with 189 consumers who had prior experience purchasing local food, and the data were analyzed using multiple regression and hierarchical regression analyses. The results are as follows. First, emotional value and economic value had significant positive effects on both purchase attitudes and purchase intentions, whereas functional value and social value showed no significant effects. Second, place attachment partially moderated the relationships between consumption values and purchasing behavior. Specifically, the interactions of emotional and economic values with place attachment were significant for purchase attitudes, while the interactions of functional, emotional, and economic values with place attachment were significant for purchase intentions. These findings suggest that local food consumption is shaped not merely by functional attributes such as quality and safety, but by emotional resonance, perceived value-for-money, and consumers' psychological ties to their region. This study contributes to the theoretical extension of local food research by empirically verifying the moderating role of place attachment, and offers practical implications for developing place-identity-based marketing strategies for local food.

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