Sumit Pratap, Naveen Uniyal, Deepika Sajwan and Abhay Chamoli
While several studies had already examined the association among local food, consumer behaviour and buying intentions, few have investigated whether Gen-Z foreign tourists intend to Purchase local food. This research aims to understand better what drives Gen-Z tourists to purchase local food. This study integrates two major consumer behaviour theories, the Theory of Planned Behaviour (TPB) and the Theory of Consumption Values (TCV), using Value-Attitude-Behaviour (VAB) hierarchy to provide a more detailed understanding of tourist food choices. The study also identified a significant mediator, tourist attitude towards local food, on the relationship between consumption values and tourists' purchase intentions. The survey instrument was distributed to budding international tourists who visited the state of Uttarakhand for studies and spiritual learning. The paper also discusses significant managerial and theoretical implications.