Abstract

Purpose: This study aims to analyze the impact of local food brand equity on consumers' purchase motivation, with a focus on the mediating effects of perceived value and consumer attitude. Research design, data and methodology: To achieve this, a survey was conducted with consumers who visited local food stores, and 487 valid samples were analyzed. The research model included brand equity as the independent variable, perceived value and consumer attitude as mediating variables, and purchase motivation as the dependent variable. Through regression analysis and serial multiple mediation analysis using SPSS 24.0 and Process Macro. Results: The results revealed that brand equity positively influences purchase motivation, with brand awareness and perceived quality playing significant roles. Additionally, both perceived value and consumer attitude were found to have strong mediating effects between brand equity and purchase motivation. Conclusions: These findings suggest that local food brand equity is a critical factor in increasing consumer purchase motivation, and perceived value and consumer attitude are key mediators in this process. This study provides strategic insights for local food brand management, emphasizing the importance of enhancing brand equity, perceived value, and consumer attitudes to better engage consumers and drive market growth.