Understanding food behavior through territorial identity: evidence on locavorism, certification awareness, and novel food acceptance

Global agri-food systems face increasing challenges related to sustainability, public health, and food security, requiring a transition toward more integrated and demand-oriented approaches. In this context, consumer behavior plays a key role, as food choices are shaped not only by economic factors but also by social and psychological dimensions, including identity. This study examines how configurations of territorial identity encompassing local, national, and global attachments are associated with food-related dispositions and behaviors. Using survey data from 1, 237 consumers living in a metropolitan area in Northern Italy, a typology of territorial identity profiles was developed. Results show that locally oriented identities are associated with a stronger attachment to local food and higher food neophobia, whereas more globally oriented profiles display greater openness to novelty. However, behavioral outcomes vary: the purchase of certified food products is mainly driven by knowledge, while local food consumption reflects identity-based orientations. Overall, the findings highlight the ambivalent role of territorial identity in shaping sustainable and innovative food choices.