Climate Change Awareness and Urban Food Choices: Exploring Motivations for Short Food Chain Engagement

This study explores the relationship between Climate Change Awareness and consumer willingness to pay for Urban Short Food Chains, focusing on the mediating role of biospheric, egoistic, and altruistic concerns. Whether driven by egoistic or altruistic motivations, the reduction of ultra-processed food consumption emerges as a key factor in consumers' willingness to pay a premium for products from urban short-food chains (USFC). The studies also show that urban residents often maintain a strong connection to the food traditions and products of their native regions, even after relocating to cities. This connection influences their food preferences and purchasing decisions, effectively bringing their "territory" with them to urban settings. This dynamic underscores the importance of promoting local, minimally processed foods, which align with these traditional preferences, while also addressing the broader environmental and social impacts of industrialised food production. By fostering these connections, urban food systems can become more sustainable, balancing cultural heritage with modern dietary needs.