The consumption of local wine positively influences a country’s economy by providing jobs while preserving the environment. The aim of this study was to determine the effects of complementary factors, based on an extended model of the Theory of Planned Behavior, in consumer behavior toward local wine by evaluating the antecedents of Italian local wine consumption. Partial least squares structural equation modeling (PLS-SEM) was used to test the hypotheses. For the study, a survey was sent to a total sample of 404 people residing in Italy. The results showed a relationship between purchase intention and perceived behavioral control. In addition, ethnocentric personality was found to have a positive influence, and cosmopolitan personality was found to have a negative influence. It was also confirmed that personal norms and place identity were related to attitudes toward this behavior. This study contributes to the literature in a way that adds constructs to the theory relevant to local wine consumption. Similarly, for those involved in the internal and external marketing of local products, it addresses and provides implications that can be considered.
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