College students’ willingness to pay more for local food: An extended decomposed theory of planned behavior approach

This study aims to examine factors affecting college students’ willingness to pay more for local food. The proposed research model is established based on an extended and decomposed theory of planned behavior. A field survey was conducted toward college students, representatives of Gen Z, with a self-administered questionnaire at a university located in the Southern United States. Structural equation modeling was conducted to examine the hypothesized relationships and the results imply how college students view local food consumption. The findings contribute to advancing the theory of planned behavior with more sophistication and to designing marketing strategies to approach the younger generation for more profitability.