Examining the factors of college students’ willingness to consume local foods using the health belief model with the addition of social influence and self-identity

ABSTRACT To examine the factors influencing college students’ willingness to consume local food, 425 students completed a validated self-administered paper-and-pencil survey measuring Health Belief Model (HBM) constructs, social influence, and self-identity. Structural equation modeling was used to examine the hypothetical relationships. Perceived benefits, cues to action, self-efficacy, social influence, and self-identity had a significant positive impact on willingness to consume local foods, while perceived susceptibility and perceived severity regarding local food consumption did not. This study adds to the existing research by integrating HBM, social influence, and self-identity, and provides practical implications regarding local food offering to college students.