Development and validation of the consumption motivation scale for local smallholder food products

Purpose This study aims to develop and validate a multidimensional scale that measures consumers' motivations to purchase local smallholder food products, with a particular focus on marketing-oriented consumer research and decision-making. Design/methodology/approach Based on a literature-derived motivation framework and expert review, an initial pool of 30 items was generated. Data were collected via an online survey of Hungarian consumers aged 18–65 (n = 1,000), with quotas based on gender, age group and region. The sample was randomly split, exploratory factor analysis was conducted using principal component analysis with Promax rotation, and confirmatory factor analysis was performed using consistent PLS (PLSc). Factorial structure, reliability, and construct validity were assessed. Findings Results support a validated seven-factor, 19-item scale capturing motivations related to quality and taste, health, fashion, personal contact, environmental protection, local patriotism, and provenance. Reliability and convergent validity indicators meet recommended thresholds, while discriminant validity is acceptable, with a close association observed between health and environmental motivations. Practical implications The scale can help smallholders and marketers segment consumers and tailor product, communication, and channel strategies, while enabling researchers to compare motivational profiles across settings and to undertake further cross-cultural validation. It may also inform policy measures supporting smallholder producers and short food supply chains. Originality/value The aim of this research is to address an existing gap in the literature. Currently, there is no validated scale specifically designed to explore consumer motivations for local smallholder food products from a marketing perspective. By developing such a tool, this research equips professionals and researchers with an instrument that enables them to make more informed decisions in the contemporary environment.