Abstract
Purpose This study explored the relationship between local food consumption value and satisfaction with local food, leading to behavioral intention. Moreover, tourist's involvement is used as a mediator, and COVID-19 fear moderates between satisfaction with local food and behavioral intention. Design/methodology/approach Structural equation modeling (SEM) technique presents researchers with extra flexibility and better research conclusions. This study used Partial Equation Modeling SEM to test the proposed hypotheses. The convenience sampling technique was used to collect data, and 339 questionnaires were part of the final analysis. Findings The results reveal that local food consumption value is positively associated with local food satisfaction except for emotional value. Satisfaction on local food significantly determined tourist's involvement and behavioral intention. Tourist's involvement is positively related to behavioral intention. Despite this, COVID-19 fear significantly decreases behavioral intention. Tourist's involvement significantly mediates, and COVID-19 fear moderates between satisfaction with local food and behavioral intention significantly. Practical implications The results of our research will support scholars and practitioners to recognize the importance of factors that influence people's intention to eat local food. Besides, our research offers a significant policy to get maximum benefits for the tourism industry in Pakistan. Originality/value To the author's knowledge, our study initially incorporates a research model in the COVID-19 pandemic and covers local food consumption value, satisfaction on local food, tourist's involvement and COVID-19 fear to determine the behavioral intention of people to eat local food. Besides, consumption value theory was used to build a research framework.