LOCAL FOOD CONSUMPTION MOTIVATION

Description

This study adopted a quantitative research design and employed a structured questionnaire as the primary data collection instrument. All measurement items were adapted from previously validated English-language scales and operationalized using a 5-point Likert scale ranging from 1 (strongly disagree) to 5 (strongly agree). The questionnaire was administered in Turkish, and a translation–back translation procedure was applied by professional translators, followed by researcher review to ensure linguistic and conceptual equivalence. The target population consisted of domestic tourists visiting the province of Kars, Türkiye. A pilot study was conducted in February 2025 with 50 respondents selected via convenience sampling; the results indicated no need for item revision. Data were collected between February and April 2025 using both face-to-face and online survey methods. Of the 600 questionnaires distributed, 450 were returned. After data screening procedures (including missing data treatment and outlier analysis), 341 valid responses were retained for analysis. The questionnaire comprised two sections: the first measured the three main constructs of the study (see references in Table 1) and the second collected demographic information. Data were coded and initially analyzed using SPSS 20 for descriptive statistics and data cleaning, and subsequently transferred to SmartPLS 4.1 for Partial Least Squares Structural Equation Modeling (PLS-SEM). The measurement model was evaluated using indicator loadings, composite reliability (CR), average variance extracted (AVE), and discriminant validity criteria (Fornell–Larcker and HTMT). Bootstrapping procedures were then applied to test the structural relationships and hypotheses. The results indicate that local food consumption motivations have a significant positive effect on intention to recommend and on perceptions of socio-cultural sustainability. In turn, socio-cultural sustainability perception significantly and positively influences intention to recommend. Moreover, local food consumption motivations significantly moderate the relationship between socio-cultural sustainability perception and intention to recommend.

Institutions

• Kafkas University

  Kars Province, Kars

Categories

Licence