Exploring consumers’ behaviour towards short food supply chains

Purpose - Investigating the drivers of consumers’ behaviour towards purchasing in Short Food Supply Chains (SFSCs) and clarifying their relationships, the paper aims to test the Theory of Planned Behaviour (TPB) in order to predict the intention and the behavior under investigation. Design - The research includes a literature review of SFSCs. To investigate all the variables (attitudes, subjective norms, perceived behavioural control and intention) underlying consumers’ behaviour towards buying in SFSCs, an exploratory survey with a TPB questionnaire and a Principal Component Analysis have been carried out among university students in Italy. Using a system of simultaneous equations, the relationships among variables have been measured. Findings - Findings illustrate that both attitudinal variables (i.e. sustainability, typicality and loyalty), subjective norms and perceived behavioural control play a key role in the consumers’ intention, that has a predictive effect on behaviour instead of perceived behavioural control. Value - This paper fulfils the purpose to explain and predict post-modern consumers’ preferences towards SFSCs, in order to orient policy strategies to support SFSCs.