Consumer Purchase Intentions and Behaviors for Local Food in East Nusa Tenggara Province
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Local resource-based food security plays a strategic role in supporting sustainable economic development, food independence, and the preservation of regional culture. This study analyzes local food purchasing intentions and decisions in East Nusa Tenggara (NTT) Province, with jagung bose as a representative of local food. The study used the Extended Theory of Planned Behavior (E-TPB) approach by adding factors such as price, product availability, and concern for local food. The study obtained data through purposive sampling of 240 respondents and analyzed them using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 3. The results show that attitudes, subjective norms, behavioral control, price, product availability, and concern for local food positively and significantly affect purchase intentions. Furthermore, purchase intentions positively and significantly affect purchase decisions. The findings emphasize the importance of integrating economic, social, and cultural factors in strengthening sustainable local food consumption.
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