Sustainable Value Perceptions and Local Food Demand: Implications for Regional Food Security and Supply Chain Sustainability

As interest in sustainable food consumption grows, local food has emerged as a key strategy for enhancing environmental sustainability, regional economic vitality, and food system resilience. This study examines how consumers’ sustainable value perceptions influence willingness to pay (WTP) and future purchase intention for local food within an integrated analytical framework. Using survey data from 400 consumers in South Korea, sustainable value perceptions were measured across social, environmental, and economic dimensions. Exploratory factor analysis and cluster analysis were used to identify consumer segments, while one-way ANOVA and binomial logistic regression analyzed differences in WTP and purchase intention. The results identify four consumer clusters and show that social and environmental value perceptions are positively associated with higher WTP and stronger purchase intention, whereas economic value perception does not significantly affect purchase intention. Prior purchase experience further reinforces purchase intention. This study contributes by proposing and empirically validating an integrated framework linking value perceptions, consumer segmentation, WTP, and purchase intention. The findings highlight the importance of value-based communication, information transparency, and experience-oriented strategies in promoting sustainable local food systems and strengthening agri-food supply chain resilience.