Regional Products and Sustainability

Abstract

The production, sale, and consumption of regional products can positively influence a region’s sustainable development. Despite this significance, there is little research on how consumers perceive regional products using a sustainability lens. This study investigates the perception of regional products in terms of sustainability and related customer purchasing behaviour. Qualitative, semi-structured interviews were conducted with 18 participants in Tyrol, Austria. Data analysis employs a deductive-inductive coding approach and shows a high awareness of sustainability among respondents. The main reasons for purchasing regional products are supporting the local economy and regional agriculture. Shorter transport routes or the cultural landscape maintenance are also important factors due to environmental concerns. Most participants report that sustainability was a decisive factor in their purchase decision pertaining to regional products. Regional products and sustainability are thus intertwined from a customer perspective and are shown to have decisive roles in related purchasing behaviour.

1. Introduction

The Sustainable Development Goal (SDG) 12 addresses sustainable consumption and production, thus calling attention to sustainable management and efficient use of resources [1]. Provision and consumption of regional products in destinations is relevant to this SDG. Indeed, the consumption of regional food and its potential to contribute to the sustainable development of regions [2] and awareness of the positive effects of regional products has been identified as a key factor in achieving sustainability [3]. Several sets of motivators have increased consumers’ interest in regional products, such as environmental concerns, food crises, or measures to support regional producers [4].

Sustainable consumption depends on consumer perceptions of sustainability [3]. Although sustainability is conceptually associated with regionality and regional products, no agreed definitions exist [5,6]. It can thus be difficult for consumers to recognize these products as such and to develop and hold views or expectations towards them [7]. In this context, appropriate origin labelling plays an important role in creating and maintaining expectations of products. The understanding of regional products is mainly based on the distance between producers and consumers [8]. An alternative attempt to define regional products is that they benefit from local or regional knowledge of production methods, culture, and traditions and can be considered typical for this region [4]. Positive perceived effects for ecology, the regional circular economy, and culture can contribute to a (strong) association with sustainability. A deeper understanding of this association and connection has the potential to contribute to a clearer use and definition of the concepts as well as to open up opportunities and further development potential for the sustainable development of regions and destinations.

This study uses Tyrol as a sample region to illuminate how consumers perceive sustainability when buying regional products. Agriculture in Tyrol is small-scale and mostly family-run [9]. For this reason, the Austrian Rural Development Programme pursues the goal of maintaining sustainable agriculture throughout the region [10]. This in itself shows a strong intertwining of sustainability and regional production. Regionality is becoming increasingly prevalent in Tyrol, and benefits are perceived for local consumers as well as local producers (for example, through developing unique selling propositions) [9]. Although there are perceived benefits, whether and how regionality is specifically linked to sustainability by individuals is still unanswered in many aspects. This study thus aims to illuminate the relationship between regional products and sustainability by exploring the following two questions: First, how do consumers perceive regional products in terms of sustainability? And second, what is the role and relevance of sustainability in their purchasing behaviour?

2. Literature

2.1. Sustainability

Overall, sustainable development seeks to ensure the needs of the present generation without threatening the future generation’s ability to meet their own needs [11]. As such, sustainability represents a goal of development, as well as the related environmental management processes.

The three-pillar concept of sustainability is fundamental in describing sustainability and driving sustainable development [12,13] as it enables a more clearly defined performance assessment. The ecological dimension of sustainability focuses primarily on maintaining natural resources, reducing environmental damage and general environmental protection [14]. By implication, attention should be paid to the effective management of natural resources in order to promote the sustainable use of environmental resources [14]. The overall aim is to retain ecosystems’ ability to maintain their properties and functions in the long term [15,16]. The economic dimension of sustainability acknowledges economic concerns and economic development. In addition to human capital or technological advancement, this also draws on natural resources. Ultimately, however, economic sustainability in a destination context has been shown to be about profit [17]. The goal of economic sustainability is interpreted as to strengthen economic power and, at the same time, to maintain the quality of life of the population. Innovation and research are vital factors therein [15]. There is a dearth in the literature regarding social sustainability, as it has been embedded late in the discussion of sustainable development [18]. The social pillar of sustainability takes into account aspects such as equal opportunities across ethnicities and genders, participation, social security, and the preservation of cultural heritage are items that receive promotion and support through this dimension of sustainability [15,16]. In general terms, equity and social acceptability are placed at the centre of social sustainability [16]. The next section addresses sustainable consumption and brings together the three pillars of sustainability introduced here.

2.2. Sustainable Consumption

Due to its impact on the economy, the environment, and social coexistence, sustainable food consumption is an important policy goal at the national as well as international level [19], increasing awareness of this issue has encouraged the development of a large body of literature on sustainable consumption and production. Local food production has been identified as a significant contributor to regional sustainable development, and thus presents itself as a possible strategy for regional sustainable development [20]. In order to successfully promote sustainable consumption, however, consumers’ understanding of sustainability must be considered [21]. In agriculture in particular, sustainability is a vague concept, as both organic and conventional food production do not take into account all three dimensions of sustainability (economic and social perspectives prevail) [22].

People’s consumption behaviour has a direct impact on the environment, and consumer behaviour is a significant direct and indirect contributor to climate change [23]. An existing lack of knowledge about how to behave sustainably and consume sustainably amplifies the negative impact of consumer behaviour on sustainability [24]; thus, a relationship exists between consumer understanding of sustainable behaviour and resultant behaviour change and sustainable futures. As sustainability is questioned in food supply chains, consumers have become more interested in direct sales from producers and shorter supply chains [25]. It is noteworthy that sustainable behaviours have been demonstrated for younger people (e.g., [26]). Furthermore, Vlontzos et al. [27] showed that young adults have a special attitude towards local and traditional foods, which is why this study focuses on young respondents.

2.3. Regionality

Definitions of regional products are vague and inconsistent, making it particularly difficult to quantify related relevant consumer behaviour [5,6]. Geographically, in the United States, products are considered regional if they come from up to 400 miles away. Europe applies a stricter standard, and products produced, processed, and sold within a radius of 20 to 100 km are considered regional [28]. Indeed, in Europe, regional products are conceptualized differently, not only based on geographical distance but also on political borders or cultural characteristics [29].

Different theoretical models and factors can be used to explain purchasing behaviour related to regional products [30,31]. Environmental awareness and health and safety concerns have been identified as influential factors explaining preference for regional products [32]. Regional products share these characteristics with organic products which, too, are perceived as more environmentally friendly, healthier, and safer overall [33]. Health-conscious behaviour, support for the regional economy, and familiarity with the products are additional important factors [34]. Other aspects associated with regional products range from traditional production processes to promoting local traditions [6].

2.3.1. Country of Origin Effect

In line with the aforementioned factors increasing interest in regional products, the global development of consumer segments as well as world trade have an influence on consumers’ interest in country-of-origin labelling. This phenomenon is described as the country-of-origin effect [35]. The country-of-origin effect is particularly pronounced and evident in consumer choice, where product origin can be stereotypically associated with the product in question [35], such as, for example, with champagne or parmigiano cheese. As a further motive, self-realization can have an influence on the purchase decision, which is caused by the need for a positive (national, regional, or local) identity [36].

Due to the global connectedness of food systems, small and medium-sized enterprises face the challenge of remaining competitive [37]. To meet this challenge and forge a point of distinction in their marketing also, many of these companies label their products with the country of origin [38]. It is suggested to consumers that these products have special characteristics that can be traced back to the region of origin, similar to the concept of terroir in wine. This creation of product identity is intended to create actual and perceived added value [39]. But not only the identification with the country of origin influences the buying behaviour of consumers, but also regionality or sustainability awareness are increasingly taken into account in the choice of domestic products [40].

2.3.2. Theory of Reasoned Action

The Theory of Reasoned Action is a continuation and complement to the Theory of Planned Behaviour [41]. In essence, it postulates that a person’s intention to carry out a certain behaviour increases the likelihood of the person doing so. This thought process involves capturing motivational factors that may influence the behaviour in order to predict how much effort will be exerted by the person to actually perform the behaviour. There are, however, shortcomings to this theory: In the Theory of Planned Behaviour, it is assumed that the individual has complete control over the behaviour, which may not be the case in reality. In addition to perceived control over behaviour, subjective norms and attitudes towards behaviour also influence behavioural intention [42]—in short, an individual may prioritize other behaviours despite their (better?) intentions. Therefore, the theory was supplemented by the Theory of Reasoned Action. Here, it is added that behaviour can be influenced by various factors that cannot be directly controlled by the individual [43]. Many behaviours require certain prior knowledge or the involvement of other people. Similarly, obstacles such as money, time, or other resources can influence the intended behaviour [43].

3. Method

This study follows a pragmatic qualitative approach in which the researcher does what is purposeful, reports fully on the process and reasons for doing so, and derives implications for the findings [44]. Data collection was carried out through semi-structured interviews, which allowed the interviewer to be more flexible and in-depth [45]. In addition, this method enables the exploration of the thoughts and attitudes of the participants [46].

Prior to conducting interviews, a pilot stage involving three people was implemented to test the quality and duration of the interviews. Two pilot interviewees were researchers with expertise in qualitative methods, and one person was a farmer with knowledge of regional production. This step has led to minor changes in the questionnaire.

It was the aim of the study sampling to include young people from a range of backgrounds and experiences. People aged between 20 and 28 years were involved in this study, as a particular relationship to sustainable consumption is discussed for this group (refer to Section 2.2; also [26,27]). The first participants were recruited through the researchers’ network, with all others recruited using snowball sampling [47]. Interviews were conducted until theoretical saturation was reached, i.e., until no more new insights could be obtained [48]. This saturation point was reached at 18 interviews. All participants are locals. The following table (

Table 1. List of participants (source: authors).

Respondent	Gender	Profession
Participant_1	M	Student
Participant_2	W	Office worker
Participant_3	W	Student
Participant_4	W	Marketing
Participant_5	W	Administration
Participant_6	M	Student
Participant_7	W	Event Manager
Participant_8	M	Student
Participant_9	M	Employee
Participant_10	M	Educational leave
Participant_11	W	Trainee
Participant_12	W	Student
Participant_13	M	Employee
Participant_14	M	Mountain guide
Participant_15	W	Teacher
Participant_16	W	Elementary teacher
Participant_17	M	Project engineers
Participant_18	W	Advisor

) provides an overview of the participants:

Ethical considerations were discussed between the authors and precautions were taken to ensure that the collection and use of data is legally and ethically compliant. The following guidelines were used for all interviews (

Table 2. Interview questions (source: authors).

1	How do you define the term region?
	Questions to maintain conversation: Up to what radius would you define a region? Do political and administrative borders play a role in the definition of a region? Can a region also extend beyond national borders?
2	What do you understand by regional products/food?
	Questions to maintain conversation: What are the conditions for you to characterize a product as a regional product? In what radius (e.g., km) are products still regional products? What do you associate with regional products? How do regional products differ from conventional products?
3	Which regional products/food do you buy?
	Questions to maintain conversation: For which products do you pay attention to regionality? Why is regionality important to you for these products? Which regional products do you prefer to conventional products?
4	How important is regionality compared to other product characteristics? (e.g., freshness, flavour, appearance, price)
	Questions to maintain conversation: What are the decisive reasons for buying regional products? Which product characteristics are most important to you when buying regional products? For which products does regionality take first place as a purchasing motive?
5	Which marketing platforms for regional products do you know?
6	Where do you buy regional products/food?
7	How often and why do you buy regional products from these marketing platforms?
8	Which areas can be influenced by the consumption or purchase of regional products?
	Questions to maintain conversation: Can regional products strengthen the regional economic cycle? If so, why? Does buying regional products promote local agriculture? If so, why?
9	What do you understand by sustainability?
	Questions to maintain conversation: In your opinion, what constitutes sustainability?
10	Why do you think regional products are sustainable?
	Questions to maintain conversation: Do you buy regional products because of sustainability aspects? How do you associate regional products with sustainability?

):

The interviews lasted between 20 and 50 min and were conducted in German. Each interview was audio-recorded, transcribed with ‘f4transcript’ and software coded and analysed with ‘MAXQDA 2022’.

A deductive-inductive coding approach was chosen for data analysis [49] (Figure 1). In the first step, categories are deductively derived from the literature. The data obtained from the interviews was then structured based on these deductive categories. During this process, new categories may emerge inductively based on the data material. The advantage of this approach is that it allows the limitations and possible further development of the existing theoretical foundations to become apparent.

Two measures were taken to ensure the validity and reliability of the study. (1) Two authors analysed data simultaneously and regularly discussed the analysis and overall process. Two authors who were not involved in the analysis process acted as ‘external auditors’ [50] and critically evaluated the analysis process and its results. Their discussions and the external review led to minor changes in the categories. The following sections present the findings following the category structure.

4. Results

4.1. Overview

The following table (

Table 3. Derived categories (source: authors).

Perception of Regional Products in Terms of Sustainability
Region		Sustainability
Definition region	Regional products	Sustainability pillars	Regional products and sustainability
Periphery	Definition	Economic pillar	Concept/aspect
Characteristics of a region	Difference to conventional products	Ecological pillar	Sustainability idea/aspect
political/administrative borders	Products purchased and frequency	Social pillar
	Marketing platforms
	Importance of regionality
	Motives for the purchase decision
	Spheres of influence

) summarizes important derived categories and subcategories:

4.2. Region

4.2.1. Definition of Region

Almost all respondents agree that the delineation of a region depends on the context in which one wants to determine its boundaries. Although a region is thus defined differently by the respondents, there is agreement that a region is a delimited space with similar characteristic expressions.

There is, however, disagreement on the question of the scale of a region. The radius that defines a region in terms of kilometres varies from 30 km to 200 km. This is because some respondents define, for example, the whole of Tyrol as a region, and others refer to smaller areas such as districts or valleys. Participant_8 states:

“… I think it depends a bit on the perspective, how you look at the whole thing. Because on the one hand, for me the region is already the municipality or the surrounding municipalities where I, let’s say, live now, but I would now also count the region at district level […]”.

Participant_13, on the other hand, relies on formalized borders such as those stipulated by the federal state as a delimitation of a region:

“… I think I would add the federal state to the region, and that was it. For me, region is actually the federal state …”.

Other respondents (dis)agree along similar lines. They emphasize the relevance of one’s point of view and add that depending on the context of consideration, the size of a region can vary also. Most agree that regions cannot be defined only by political or administrative borders and point to natural boundaries such as mountain ranges, valleys, or the same dialect as constituting and indicating a region. By implication, it is thus possible for a region to transcend national borders or other formalized boundaries.

4.2.2. Regional Products

Definition

There are similar ideas among the respondents about what characterizes regional products. One of the most important characteristics is that the product must be grown, processed and sold within the region. Only when all three points are fulfilled can a product be considered a regional product. One participant believes that a product can only be considered a regional product if labelled accordingly and thus believes that legal requirements must also be met:

“… I only call it regional if it has the appropriate labelling. So the labelling must definitely fit with an indication of origin …”.

(Participant_18)

Most respondents share the opinion that short transport distances are very important:

“… for me, regional products are products that are produced locally, that have to cover short or no transport distances …

(Participant_11)

The respondents also believe that certain regional products stand for the region and characterize the region. For example, Wachau apricots are cited as a typical product of the Wachau.

The radius of origin also plays an essential role in determining regional products. The chosen perimeter can again vary, as in the definition of a region, depending on the context of consideration and the product type itself.

An exact delimitation by kilometres is difficult, as there are differences from product to product. However, most respondents refer to small units and recognize products as regional if they were produced only a few kilometres away from their current location.

Difference to Conventional Products

Respondents have a clear idea of what constitutes regional products and how regional products differ from conventional products. One aspect is the shorter transport routes. In addition, regional products are perceived, as it is assumed that fewer pesticides and antibiotics are used by regional producers. These are all reasons why regional products are perceived as more sustainable than conventional food.

The size of the enterprises also represents a decisive difference to conventional products for some respondents, as Participant_14 puts it:

“For me, it probably also has something to do with the size of the company if I come back to it. For me, regional means, for example, a small farmer who is somewhere in the region, who sells his own potatoes, and everything else, such as Tirol Milch, no longer falls under regionality for me …”.

Another difference that can be identified is the usually higher price of regional products. The respondents are aware that regional products often cost more, but this is not a reason for them not to buy the products as long as they can afford it to show appreciation for the producers.

Products Purchased and Frequency

A diverse range of regional products is essential to respondents. In addition to vegetables, meat, and dairy products, refined products such as jam from the region are important. Thus, interviewees mainly attach importance to regionality in the case of basic foodstuffs. In addition to food, most interviewees purchase gifts and decorative items from the region, such as handicrafts made from wood.

Although the interviewees integrate regional products into their regular purchases, they see it as challenging to buy all products regionally and thus seasonal. Foodstuffs, especially natural ones, take first place, while others are purchased according to need and availability. The interviewees are prepared to spend more on regional products but fall back on non-regional alternatives when financial constraints arise.

Marketing Platforms

Participants are aware of various marketing platforms for regional products, from direct marketing enterprises with their own farm shops to regional sales shops and farmers’ markets. In addition, participants also mention online platforms, social media channels. Furthermore, participants also use direct delivery services when purchasing regional products.

Notably, despite an increasing number of online platforms, consumers prefer farm shops or the weekly markets. Regional products as also purchased at supermarkets.

Importance of Regionality

Regionality represents a high value in product choice. Consumers tend to assume that regional products have a better taste or a higher quality. Attributes such as freshness or naturalness are also important for product choice.

Despite the usually higher price of regional products, interviews indicate a higher willingness to pay to get an authentic, natural product. Due to the naturalness of the products, interviewees agree that not every piece looks the same or has a few dents.

Motives for the Purchase Decision

Various motives emerge from the interviews that positively influence the purchase decision regarding regional products. One of the main reasons are the shorter supply chains, which have the potential to reduce CO₂ emissions and has a positive effect on the environment. Furthermore, it is assumed that fewer pesticides and antibiotics are used in the production, which is seen as beneficial for the environment and health.

The type of production is subsequently reflected in the quality and taste. Interviewees agree that shorter supply chains and avoiding toxins in production mean that products can be harvested fresher and riper.

Because everything takes place in the region, regional products are more transparent, according to the participants, resulting in higher trust in the products and the producers:

“… and when I buy products from Tyrol, then I have an image where I can say that everything really fits together and I trust it more …”.

(Participant_3)

Another important aspect for the participants is supporting and appreciating local producers; hence, the regional economy is promoted. It is important to consumers that the effort and work behind regional products is recognized, and this in turn justifies the higher price. When buying regional products, fairness is an additional motive, i.e., that producers receive appreciation through a fair price, and working conditions in the region. The respondents attach importance to the latter and believe that, in the production of regional products, there are better working conditions. Therefore, the fact that consumers accept many positive aspects when buying regional products also soothes their conscience to a certain extent, feeling that they are doing something good for the environment, agriculture, and the region.

Sustainability represents another motive for the purchase decision. This motive combines some of the motivating factors already mentioned, be it the shorter transport routes, the renunciation of excessive pesticides or the region’s support in all areas. Added to the sustainability aspect is the packaging of the products. Some consumers note that regional products have less to no plastic packaging.

“… and then, I have to say, I still look at the packaging. That is also something important for me, because I am often in conflict when the organic cucumber is wrapped in plastic and the Tyrolean cucumber, which is not organic, is not wrapped in plastic …”.

(Participant_15)

Spheres of Influence

One of the most important areas of influence is the support of local agriculture. Interviewees agree that farmers can earn extra money through direct marketing. Hence, local farmers are motivated to continue their business, or it is even possible that new farms are reopened:

“The next point is that I support local agriculture or whatever, and that means for me, even if several people do it, that they also have an incentive to continue producing themselves and not to stop …”.

(Participant_14)

Interviewees argue that supporting local agriculture positively impacts the preservation of culture and landscape. They agree that a well-maintained natural landscape not only benefits the locals but also tourism because it leads to an attractive appearance for the holiday region which attracts guests.

Landscape maintenance not only offers advantages for tourism but also protects the region by decreasing the risk of natural disasters as Participant_14 puts it:

“This has something to do with our cultural landscape, that it is cared for and nurtured, which is good or can, of course, be extended to many areas, if you take nature conservation or disaster control for example …”.

Local farmers have the potential to invest their earned money, which positively impacts innovations.

Due to the investment of the money and the fact that most of the money stays in the region and creates added value, most interviewees believe that buying regional products also boosts and promotes the regional economic cycle, resulting in secured or new job opportunities.

Not only agriculture, tourism, or the economy are benefited by buying regional products. Some participants believe that it can also sensitize people and create added value for awareness raising.

4.3. Sustainability

4.3.1. Understanding and Interpretation of Sustainability

Participants have different views and definitions of sustainability. However, they agree that sustainability describes behaviour that ensures the economical consumption of resources. Moreover, sustainability is described in line with the original definition of forestry, as one participant puts it:

“The definition actually comes from forestry. Originally it was said that one should not take more wood than can grow back …”.

(Participant_4)

The three-pillar model of sustainability is taken into account by many respondents in their definition, agreeing that all pillars are interconnected and important.

4.3.2. Perception of Regional Products on Sustainability

Respondents have different views on how sustainable regional products are. There is agreement that regional products positively impact the environment and thus address the ecological side of sustainability.

There are also critical voices who believe that regional products do not automatically have a sustainable character. In their view, it needs more than just the production in the region.

Other participants are unclear about whether regional products are really sustainable, but they believe that these products display a higher sustainability character:

“… regional products are sustainable from my point of view, because simply many guidelines, if it is for example from organic cultivation or generally so sprays or other things, simply the certain guidelines are behind it, so that the general production of these products already runs somewhere in the direction of sustainability …”.

Economic Pillar

Some participants link regional products with the economic pillar of sustainability because farmers can earn additional income, which is considered to give the producers a chance to survive.

Furthermore, the respondents agree that buying regional products benefits the regional economic cycle because most of the money generated stays in the region and is reused and invested. Through the resulting value chain, the participants share the view that this positively impacts the economic sustainability of the region.

The respondents see clear economic advantages through the purchase of regional products whereby everyone can benefit.

Ecological Pillar

The analysis shows that regional products most obviously address the environmental pillar of sustainability as Participant_7 puts it:

“… the ecological pillar is certainly the most important point, I would say, where regionality and farm products fall in …”.

All participants refer to shorter transport distances in this context, which can reduce CO₂ emissions and positively impact the environment. Furthermore, the respondents believe that cultivation methods have an influence on the ecological perspective of sustainability.

Social Pillar

The interviewees agree that regional products impact sustainability through the resulting sense of belonging and through the exchange among each other:

“… the social aspect is not so obvious with regional products, but socially I think it is important to have products that come from the region, where people from the region can identify with it …”.

(Participant_1)

For most participants, regional products offer the chance to exchange with other people. Furthermore, interviewees mention that regional products generate jobs, giving local people the opportunity to stay in the region. Purchasing regional products is moreover associated with fair production, and the respondents believe that this results in better working conditions or fair pay.

Sustainability Idea/Aspect

Some respondents find it challenging to identify whether they buy regional products because of sustainability aspects. They conclude that the idea of sustainability instead resonates in the background. However, some interviewees do not consciously buy regional products because they think directly about sustainability as Participant_8 puts it:

“… I think the main aspect why you buy the regional products is because it is, it is banal now, but because they are regional and because they are yes—I think you don’t really think about sustainability aspects …”.

(Participant_8)

Among the participants there are also those who buy regional products because of a sustainability mindset. They consciously choose the regional product and believe it contributes to sustainability. They are also of the opinion that among young people, like the target group studied here, a stronger sustainability thought plays a role in the purchase decision with regard to regional products.

5. Discussion

The results show that young Tyroleans take sustainability into account in their purchasing behaviour and are concerned with their choice of products. There are differences in whether sustainability has a direct or indirect influence on the purchase of regional products.

The interviewees have different opinions on the classification of the region in a specific order of magnitude, and this varies depending on the context of observation. There is agreement that a region is a delimited geographical area that is similar in its characteristics. These findings can be linked to the definitions of Ermann [51], who, for example, delimits and defines regions according to the principle of similarity. Although the scale can vary, the respondents describe a region as being between the size of a municipality and the level of a federal state. Thus, a region can be described as a subspace that is embedded in an overall space [52]. In the context of regional products, consumers often refer to the distances from their own point of view [29], which also comes through in our interviews.

There is disagreement in the literature on the definition of regional products [5,6]. According to the European view, regional products are those that are produced, processed, and sold within a specific area [28]. The participants are also of the opinion that this must be the case for a product to be called a regional product. The participants are further of the opinion that regional products can only be designated as such through appropriate labelling. Due to the lack of a uniform definition, it is difficult for consumers to recognize regional products and the expectations of these products can vary [7]. The approach of the respondents to create appropriate labelling for the products makes it possible to distinguish regional products from other products in a uniform way. Likewise, this approach offers the possibility to offer regional products in a more transparent way. Quality labels aim to provide consumers with more transparency and safety with regard to regional products and are implemented by the province of Tyrol [9]. Due to the perception that regional products have shorter transport distances, the proximity to the producers is also a decisive factor for the destination of regional products. Due to the shorter supply chains, the respondents believe that CO₂ emissions are reduced. This, in turn, has a positive impact on the environment. Thus, this result points to the ecological pillar of sustainability, and young Tyroleans perceive regional products as more sustainable. Regional products are also seen by the respondents as typical products of a region and are thus assigned to a specific region. This result is in line with the findings of Charton Vachet et al. [4] who examined consumers’ attitudes towards the region in which they live.

The analysis also shows differences between regional products and conventional products. These differences again mainly relate to the distances that the products travel from the producers to the consumers [8]. The consumers surveyed also see the production methods as factors that differ between regional products and conventional products. Here, the use of sprays and pesticides is strongly referred to. This indicates that young Tyroleans assume that Tyrolean agriculture tends more towards organic farming methods in the production of its products. This perception can be attributed to the small-scale structure of Tyrolean agriculture [9]. The small-scale farms in Tyrol may also be a factor in consumers’ perception that regional products are mainly produced by small-scale producers. Due to the fact that regional products are becoming more and more popular and that there is a higher awareness of the issue, they are seen as an alternative to conventional products by the consumers surveyed. This result parallels the findings of Sama et al. [31], who investigated consumer preferences for socially and organically produced food.

In the literature, different motives for the purchase decision of regional products are presented. Hempel and Hamm [32] state in their study that freshness is used as a purchase-deciding reason for regional products. They also conclude that regional products are seen as healthier than other products. Aprile et al. [29] point to the naturalness of the products as a purchase motive. These purchase motives coincide in the broadest sense with those that emerged in this research through the analysis of the interviews. The interviewees emphasize the naturalness, freshness, and taste of regional products. The young Tyroleans increasingly include sustainability in their choice of products in addition to the common purchase motives. This indicates a higher awareness of topics such as regionality and sustainability, especially among the younger generation. Young people want to contribute to sustainable consumption and pay attention to the effects of their behaviour [53,54]. The results of the analysis also illustrate that sustainability is not only oriented towards the production and transport of products. Consumers are also increasingly critical of the type of packaging. The respondents are of the opinion that regional products have less, if any, plastic packaging, which again has a positive effect on the sustainability perception of these products. This represents a new purchase motive for regional products, which has found little or no consideration in the literature.

By showing appreciation, the respondents believe that the producers are under-supported, which subsequently has a positive effect on the regional economic cycle. This behaviour regarding the support of the local economy can be described by ethnocentrism [36].

In addition to supporting the local economy and agriculture, the respondents also see other areas where the purchase or consumption of regional products has an influence. Here, they rely more on the preservation of culture and the landscape [55]. Tourism was frequently referred to in this context, indicating that consumers are aware that tourism is a significant economic factor, and thus, its support is essential. But not only tourism and guests benefit from landscape conservation; the population in the region also benefits, as disasters can be prevented and prevented through the care of nature, thus contributing to the protection of the population.

Because the respondents believe that the money generated stays in the region, they assume that buying regional products promotes the circular economy. In their opinion, this brings added value to the region in various areas. For example, innovation can be promoted, jobs can be maintained and created, and the region has financial resources to develop. These findings align with the findings of Cvijanović et al. [20], who state that these are all reasons sustainable development can take place at the regional level.

The fact that the consumers interviewed showed a higher awareness of regionality and sustainability means that awareness-raising and consciousness-raising are also in the foreground as areas of influence. This indicates that the respondents want to pass on their attitudes to the next generation and thus sustainable development can also be ensured in the future. Topics such as circular economy and awareness raising of the population enable sustainable development of the region on all three levels of sustainability [56]. The awareness raising addressed by consumers coincides with the goals of the Federal Ministry of Agriculture, Forestry, Environment, and Water Management (BMLFUW) to be able to achieve the aspirations of SDG 12 [57].

The phenomenon of sustainability is widely discussed in the literature. There are various approaches as to how this term can be determined. Sustainability is described as a way of behaving that should satisfy the needs of the current generation without compromising the ability to meet the needs of the future generation [11]. From the analysis, similar views regarding the definition of sustainability emerge. This shows that young Tyroleans are concerned with the issue and have a feeling for the term. Also, the three-pillar model is used nowadays to promote sustainable development [12,13] is reflected in the definition of some consumers. Although some respondents refer to the three-pillar model for their definition of sustainability, not all stakeholders define sustainability through these three pillars. The focus of these individuals is much more on the environmental approach to sustainability. Some see sustainability as a behaviour that should protect the environment as well as the climate. The economic and social pillars are often forgotten by them.

Consumer behaviour is one of the causes of climate change. Through the direct impact on the environment through consumer behaviour, a link to sustainability is presented [23]. From the results, it can be deduced that consumers are concerned with the impact of their consumption behaviour and strive to adopt sustainable behaviour. This behavioural change is important to ensure a sustainable future and to further drive behavioural change.

It is striking that consumers also inform themselves about where they can get regional products. In addition to the “classic” marketing platforms, such as farmers’ markets, farm shops, or in supermarkets, the respondents also indicate online alternatives. This makes it clear that the trend towards regionality is also being taken into account in terms of digitalization and digital marketing platforms. The increased use of direct marketing platforms by the respondents offers small-structured Tyrolean enterprises the opportunity to remain competitive [9].

Although the consumers interviewed are willing to pay higher prices for regional products, it is nowadays a growing factor in purchasing behaviour. Due to high inflation, the available money is becoming scarcer and consumers often can no longer afford regional products, although they want to consume such products. This aspect targets an obstacle of the Theory of Reasoned Action, which states that money can, for example, influence intended behaviour [43].

5.1. Implications

This paper contributes to the existing literature by bringing together the fields of regional products and sustainability. The literature is divided on the relationship between regional products and sustainability and whether sustainability aspects are present in consumer perceptions of regional products [5]. The results make it clear that young Tyroleans display sustainability-conscious behaviour when buying regional products. They also show that regional products are predominantly perceived as sustainable. This perception refers to the fact that regional products require shorter transport routes and thus reduce CO₂ emissions. The respondents also assume that regional products are based on gentler production methods, which in their perception have an impact on sustainability in the region. Critical voices of some respondents do not perceive regional products as sustainable only because they are regional. In this context, other criteria such as organic or seasonality must also be fulfilled in order for regional products to be perceived as sustainable.

The results of this study underline the “country-of-origin effect”, which is often used to explain consumer behaviour. This states that country-of-origin labelling influences consumers in their choice of products and that countries of origin can be associated with certain products [35]. This is confirmed by the respondents, as they demand more transparency and product labelling for regional products. Seasonality also aims to a certain extent at the country-of-origin effect, as regional, seasonal products can only represent typical products of the region. Similarly, regionality, and sustainability are increasingly being taken into account in the argumentation of the country-of-origin effect. This paper shows that this consideration is significant, as the participants interviewed here increasingly include these themes in their product choices. Likewise, ethnocentrism is often linked to the country-of-origin effect. This describes the desire of consumers to contribute to the local economy [36].

Another theory used in this work is the Theory of Reasoned Action. This theory tries to predict, on the basis of motivational factors, how much effort an individual will exert in order to actually carry out the intended behaviour [43]. From this study, various motivational factors emerge that influence purchasing behaviour with regard to regional products. Support for local producers and the regional economy can be examples of such factors. The idea of sustainability, which can be traced back to the perception of the test persons, can also be used as a motivating factor for the execution of the behaviour. The Theory of Reasoned Action also shows that certain resources, such as money or time, can influence behaviour [43]. This can also be confirmed by the results of this work, as the participants are willing to pay a higher price for the regional products, but the high inflation and the resulting increase in the price of the products is a critical factor for the performance of the behaviour.

Some recommendations for action can also be derived from this work. Due to the higher awareness of consumers with regard to the topic discussed here, practitioners should further promote and better market regionality and the associated regional products in the future. The products should be highlighted more clearly in supermarkets in order to increase consumer awareness. Uniform labelling of regional products can be a decisive factor here and create more transparency for consumers. Since the consumers surveyed have more confidence in regional products, more transparency in the products would further strengthen this confidence and bind consumers more to the regional products. Likewise, care should be taken to ensure that local products are packaged sustainably in order to make an even greater contribution to the environment. From today’s perspective, price is a decisive factor for the purchase of regional products. According to the literature, most consumers are willing to pay a higher price for local products. The current situation with high inflation has a negative impact on consumers’ willingness to pay, because although they want to buy and consume regional products, they tend to be unaffordable. This is where policy can come in and try to make the price of local products affordable so that they are increasingly used again. Another practical implication would be price discrimination on the part of producers or offering subscriptions at lower prices. This would allow producers to better plan their ability to pay and consumers to be offered a lower price.

5.2. Limitations and Future Research

Since the study focuses on the Tyrol region, any generalization to other regions must be approached carefully. The study group was also limited to young Tyroleans. This offers future work the space to conduct the study in other regions with other study groups. Young people have a different perception of regionality and sustainability than older groups. A comparison of the two groups would be a starting point to clarify differences between the generations. In this study, the purchasing behaviour of consumers with regard to regional products and sustainability was investigated. This results in a need for further research from the point of view of suppliers.

The work deals with the perception of regional products concerning sustainability and to what extent sustainability plays a role in the purchasing behaviour of regional products. The analysis shows that this is a complex topic because consumers deal intensively with their product choices. Aspects such as seasonality or organic produce also play a role in the purchase of regional products. This offers future research the basis to deal intensively with regional Tyrolean products and to investigate more deeply whether the perceived sustainability of regional products is actually reflected in the respective products.

The results show that tourism is also influenced by regional products and can benefit from them. Future research could start here and explore regional products and sustainability from the perspective of tourism in Tyrol. The qualitative approach is another limitation of the work. Here, a quantitative approach would be possible in the future in order to examine different target groups and compare them with regard to their socio-demographic characteristics. The number of test persons is also a limitation of the work, as the findings cannot be generalized.

6. Conclusions

This study demonstrates the extent to which sustainability plays a role in young Tyrolian residents’ purchasing behaviour of regional products. It addresses the underlying question: “To what extent is sustainability perceived when buying regional products?”. The results show that the respondents are strongly aware of sustainability and consider it in everyday and periodic purchasing decisions. It is important to them to provide positive added value for the environment through their behaviour. Respondents also perceived a positive causal relationship between buying regional products and positive outcomes for the local economy and local agriculture.

When defining regional products, the interviewed consumers refer to sentiments and views shown in the literature for other areas and contexts. The product should be grown, processed, and sold within the region to be perceived as and called a regional product. The shorter transport distances are also a main criterion for describing regional products. The interviews further suggest that regional products need uniform labelling to be recognized as such. Such labelling can also help to provide consumers with more transparency.

The study shows that for some young Tyroleans, sustainability aspects inform purchase decisions in favour of regional products. These aspects are, for example, the shorter supply chains and the support of local producers. They also assume that products produced in Tyrol contain fewer pollutants and pesticides, which may have a positive effect on health and the environment. Regional products may also (in the views of respondents) promote societal cohesion and exchange among one another. The purchase of these products maintains and creates jobs. These aspects can be linked to the social and economic pillars of sustainability.

Based on the results, the research question can be answered as follows: The young Tyroleans surveyed are highly aware of the issues of regionality and sustainability. They think deeply about their choice of products and want to contribute to sustainability and sustainable consumption in their home region. From their point of view, regional products are perceived as sustainable because they have shorter transport routes and thus release fewer emissions. The maintenance of the cultural landscape and the cultivation methods in Tyrol are also cited as areas of influence of the ecological and sociocultural pillars of sustainability. From the economic perspective of the respondents, regional products are sustainable for the region due to the support of local producers and the emergence of a local and regional economy. From the social perspective of the respondents, the purchase of regional products creates a sense of belonging and an exchange among each other. The regulations in Tyrol regarding jobs and wages fall under the social and economic pillars of sustainability for the participants. Sustainability plays a different role in the purchasing behaviour of the consumers interviewed. Some see their perception of sustainability with regard to regional products as a direct factor in their decision to buy these products. Others are of the opinion that they do not purchase the products consciously or primarily because of sustainability aspects, but that this is indirectly reflected in their purchase motives. This study contributes to our understanding of sustainability perceptions and behaviours of destination host communities. In a setting where the significance of local and regional products to host community members has thus been demonstrated, it will be worthwhile to conduct similar enquiries with guests to ascertain the degree to which their views are aligned.