Edgar Javier Sabina del Castillo

Purpose: Tourists' consumption of local products contributes to promoting sustainability and enhancing the authenticity of destinations. However, there is still a limited understanding of the psychological, cultural, and social factors that drive this behavior. This study examines the new barriers and motivations that influence tourists' consumption of local wines when visiting a region. It applies the Extended Model of Goal-Directed Behavior (EMGB) to examine how locavorism, subjective knowledge, and perceived authenticity affect attitudes toward the consumption of local wine. Furthermore, it adds value by analyzing consumption habits based on past consumption frequency and facilitating conditions as antecedents of behavior. Design/methodology/approach: A survey of 709 regular wine consumers from Germany, the United Kingdom, Spain, and France who had visited the Canary Islands within the previous three years was conducted, and the data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). Findings: The results indicate that attitudes and anticipated emotions play a central role in shaping tourists' desire and intention to consume local wine, supporting the motivational structure proposed by the MGB. Furthermore, locavorism, perceived authenticity, and subjective knowledge significantly enhance attitudes toward local wine, acting as culturally and experientially grounded antecedents that indirectly influence desire and behavioral intention. Originality/value: This study extends the MGB by incorporating three novel predictors of attitudes toward local wine—locavorism, perceived authenticity, and subjective knowledge. In doing so, it refines the MGB by clarifying how culturally embedded and experiential drivers shape attitudes as a key mediating mechanism in wine tourism contexts. The findings offer concrete managerial insights for designing authentic wine tourism experiences, effective storytelling strategies, and targeted micro-learning interventions that enhance tourists' engagement and promote sustainable consumption.

This work looks into the effects that extreme situations have on the consumption of local products. The COVID-19 pandemic has led to significant changes in consumer behavior where food and especially local produce are concerned. To explain these changes, we used the Goal-Framing Theory as an overarching framework for other approaches such as the Theory of Planned Behavior and the ABC Model, including the effect of consumer resilience to adversity. The research applied to local wine and involved a sample of 762 consumers from the Canary Islands. The hypotheses were tested using the PLS structural equation technique. The main results confirm that there is a change in behavior toward greater consumption of local wine due to the impact of said pandemic, mainly motivated by consumer resilience to adversity and attitude toward the local product, also influencing the personal norm.

The consumption of local agricultural products boosts the regional economy and employment whilst preserving the rural landscape and environment. In this research, the background of local wine consumption behaviour will be studied, using an extended model of the Theory of Planned Behaviour. Partial least squares structural equation modelling (PLS–SEM) was used to test the hypotheses. The study was conducted in the Canary Islands with a sample of 762 people. The results confirmed a relationship between intention and perceived behavioural control. Furthermore, the ethnocentric personality was found to have a positive influence and the cosmopolitan personality a negative influence. The personal norm and place identity were also confirmed to be related to attitudes towards such behaviour. This study contributes to the literature by adding constructs to this theory that are relevant to local wine consumption. It also addresses the implications for those involved in the marketing of local products.