A Study on The Effect of Local Food Direct Store Selection Attributes on Perceived Value, Brand Trust, Vegan Food Attitude and Recommendation Intention

Objective: This study aims to analyze how local food direct store selection attributes (price, service, quality, variety, and safety) influence recommendation intention through perceived value, brand trust, and vegan food attitudes. Methods: This study conducted a survey on 300 consumers who recently used local food direct store from May 10 to May 20, 2024. Then, this study used SPSS 28.0 for frequency analysis and Smart PLS 4.0 for structural equation modeling. Results: Price (β=0.217), quality (β=0.159), and safety (β=0.365) had a significant impact on perceived value, which affected brand trust (β=0.676) and vegan food attitudes (β=0.397). Both brand trust (β=0.524) and vegan food attitudes (β=0.089) positively impacted recommendation intention. Implications: The findings suggest that safety assurance should be prioritized in local food stores and also highlight the connection between local food consumption and sustainable food trends, providing insights for marketing strategies.