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Predicting local food purchase intention of domestic and international university students

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Title: Predicting local food purchase intention of domestic and international university students
Author: Kim, Yoonah
Department: School of Hospitality, Food and Tourism Management
Program: Tourism and Hospitality
Advisor: Von Massow, Mike
Abstract: The purpose of this research was to verify the definition and purchase intention of local food by domestic and international students at a university in Canada. A total of 218 questionnaires were distributed in School of Hospitality, Food, and Tourism Management undergraduate classes at the University of Guelph in April, 2017 resulting in a response rate of 90%. Using multiple regression analysis and Theory of Planned Behavior as a theoretical framework with an additional construct, moral norm, proposed hypotheses were tested. Domestic students narrowly defined local food based on distance (food grown/raised within 100km of where a person lives) compared to international students (food grown in Canada). The multiple regression analysis revealed that 37% of variance in purchase intention is explained by the four independent variables in the model. In lined with TPB, all four constructs (attitude, subjective norm, perceived availability, and moral norm) positively influenced the local food purchase intention. A perceived availability construct revealed the strongest effect on intention to purchase local food.
URI: http://hdl.handle.net/10214/11416
Date: 2017-08-04


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