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.

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.

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].

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].

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].