how price sensitivity, locavorism, and convenience shape socially responsible food consumption in developing markets

Purpose This study frames sustainable consumption as a dimension of social responsibility and investigates how economic constraints, infrastructural asymmetries, consumer values (environmental and egoistic) and the informal market influence both individual choices and access to sustainable food systems. Focusing on a developing-country context, the study aims to examine the contextual determinants shaping the intention–behavior relationship in sustainable food consumption. In doing so, it addresses a research gap by extending insights beyond the predominance of studies conducted in developed economies. Design/methodology/approach Data were collected from 645 consumers of organic food in southern Brazil using a mixed sampling strategy comprising in-person surveys at an organic fair and an online questionnaire distributed via social media. To test the conceptual model, data were analyzed using partial least squares structural equation modeling with SPSS and SmartPLS software. Findings Environmental values positively affect attitudes, whereas egoistic values negatively influence them. Attitude, subjective norms and perceived behavioral control significantly predict intention. Locavorism strengthens, whereas price sensitivity and convenience orientation weaken the intention–behavior relationship. These results indicate that sustainable food behavior in developing economies is shaped not only by personal attitudes but also by structural conditions limiting equitable participation in sustainable consumption. Practical implications Strengthening local food networks through institutional support and policy interventions can enhance equitable access to sustainable options. Reducing certification costs, improving short supply chains and investing in logistical infrastructure are essential measures to remove systemic barriers and promote inclusive sustainable consumption. Social implications This study positions sustainable food practices as a social responsibility issue, showing how consumer behavior intersects with broader equity concerns. Addressing affordability and convenience constraints is essential to ensure that sustainable options are accessible to all socio-economic groups, rather than remaining exclusive privileges. Originality/value By examining the intention–behavior gap in a developing-market context and situating it within systemic constraints such as affordability, infrastructure and informal retail channels, this research contributes to a more inclusive and socially responsible understanding of sustainable consumption. The findings provide context-specific insights that extend existing models of consumer behavior and inform policy and managerial strategies in emerging economies. Future research could extend the egoistic value construct by incorporating food-specific self-oriented motives, such as health consciousness or status-driven consumption.