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.