The role of attitude, food heritage, and good food perceptions in shaping intentions to consume local dairy products

Aim: Food is a fundamental human necessity and integral to cultural identity. This study investigates the intention of urban citizens to consume local dairy products in Rasht, Iran. Drawing upon improved planned behavior theory, the study examines the influence of factors such as attitudes towards local dairy products, food heritage, perceptions of food health (good food), willingness to pay, and socio-demographic characteristics on consumer intention. Methods: Data were collected from 220 randomly selected urban citizens of Rasht using a survey questionnaire. Path analysis using partial least squares (PLS) was employed to analyze the data. Results: The final structural model demonstrated strong explanatory power, accounting for approximately 63% of the variance in attitudes toward local dairy consumption (R2 = 0.631) and approximately 60% of the variance in the intention to consume local dairy products (R2 = 0.598). Path analysis revealed that perceptions of good food (β = 0.512, p < 0.01) and food heritage (β = 0.366, p < 0.01) were the strongest positive predictors of attitudes toward local dairy products. Attitudes toward local and traditional dairy products significantly influenced both willingness to pay (β = 0.682, p < 0.01) and purchase intention (β = 0.387, p < 0.01). Furthermore, willingness to pay exerted a significant direct effect on purchase intention (β = 0.455, p < 0.01), serving as a partial mediator in the relationship between attitude and purchase behavior. Conclusions: These findings highlight the continued relevance of local dairy products in urban settings and provide valuable insights for local producers and policymakers to promote the consumption of local and sustainable food systems. The strong mediating role of willingness to pay suggests that strategies emphasizing the environmental and cultural value of local dairy may effectively enhance consumer purchase intentions.