Consumer perceptions of local food system sustainability: a PLS-SEM analysis of Hungarian farmers’ market visitors

Abstract In recent years, growing attention has been devoted to the development of sustainable food systems, with particular emphasis on short food supply chains. The research aimed to identify the factors and their interrelationships that influence Hungarian consumers’ behavior when purchasing local food, within the framework of environmental and economic sustainability. The empirical investigation was conducted using data obtained from a nationwide questionnaire survey, comprising 635 valid responses. The dataset was analyzed using multivariate statistical techniques, with a primary focus on Structural Equation Modeling. Specifically, Partial Least Squares Structural Equation Modeling was employed due to its suitability for model construction and theory development in sustainability research. A reflective measurement model was developed, yielding five latent variables that jointly account for consumer decision-making in relation to farmers’ markets and local food. The results demonstrate that consumer attitudes toward farmers’ markets are shaped by a combination of altruistic (environmental and social) motives and self-oriented benefits (such as quality and health). The model explains approximately 24% of the variance in consumers’ perceived sustainability of local food systems. Among the statistically supported explanatory variables, health emerged as the most influential factor, followed by market offer experience and access convenience. The identified factor structure has several practical implications, including improving producer markets, formulating targeted marketing strategies, and developing policy measures that may support sustainable consumption patterns. These findings provide a multidisciplinary foundation for future research in agri-food policy, contribute to the theoretical understanding of sustainable food consumption, and offer insights into the efficacy of local food system initiatives.