The Influence of Social Identity on Rural Consumers’ Intent to Shop Locally

Authors

Rachel A. Addis, Heartland Dental Care, Inc.Follow
Marko Grunhagen, Eastern Illinois UniversityFollow

Issue Season

Spring

Document Type

Research Article

Abstract

Rural consumers’ in- and out-shopping intention has been a research topic for many years. This study investigates the relationship between social identity and rural consumers’ intent to shop within their local community, along with a number of moderating demographic variables. Using a sample of respondents from the Midwest, this study found a significant and positive relationship between rural consumers who socially identify with people in their local community and their intent to inshop. The influence of several demographic moderators is also explored, and implications for practice and future re-search are discussed.

Recommended Citation

Addis, Rachel A. and Grunhagen, Marko (2014) "The Influence of Social Identity on Rural Consumers’ Intent to Shop Locally," New England Journal of Entrepreneurship: Vol. 17: No. 1, Article 3.
Available at: https://digitalcommons.sacredheart.edu/neje/vol17/iss1/3