Local agri-food products purchase intention in Baja California, Mexico

Sociodemographic variables included the respondents' age, education level, and gender. The latent variables were attitude, subjective norms, perceived behavioral control, purchase intention, and identity.

A 7-point Likert scale—ranging from 1 (strongly disagree) to 7 (strongly agree)—was used for all variables. A non-probability purposive sampling method was employed in Baja California, Mexico, collecting 550 data points. The following criteria were applied for sample selection: 1) being over 18 years of age, 2) residing in Baja California, Mexico, and 3) having previously consumed local agri-food products.