Sport, culture and purchasing power: Influences on food markets and consumption

Gombos, Leon; Milon, Alexandra Gabriela; Nut, Ramona Ancuta; Dragomir, Cristina; Gherman, Alexandru Andrei Article Sport, culture and purchasing power: Influences on food markets and consumption Amfiteatru Economic Provided in Cooperation with: The Bucharest University of Economic Studies Suggested Citation: Gombos, Leon; Milon, Alexandra Gabriela; Nut, Ramona Ancuta; Dragomir, Cristina; Gherman, Alexandru Andrei (2025) : Sport, culture and purchasing power: Influences on food markets and consumption, Amfiteatru Economic, ISSN 2247-9104, The Bucharest University of Economic Studies, Bucharest, Vol. 27, Iss. 69, pp. 367-383, https://doi.org/10.24818/EA/2025/69/367 This Version is available at: https://hdl.handle.net/10419/319813 Standard-Nutzungsbedingungen: Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Zwecken und zum Privatgebrauch gespeichert und kopiert werden. 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If the documents have been made available under an Open Content Licence (especially Creative Commons Licences), you may exercise further usage rights as specified in the indicated licence. https://creativecommons.org/licenses/by/4.0/ Food Market Shifts – Challenges for Food Chain Actors AE Vol. 27 • No. 69 • May 2025 367 SPORT, CULTURE, AND PURCHASING POWER: INFLUENCES ON FOOD MARKETS AND CONSUMPTION Leon Gomboş1, Alexandra Gabriela Milon2 * , Ramona Ancuţa Nuţ3, Cristina Dragomir4 and Alexandru Andrei Gherman5 1)3)5) Babeș-Bolyai University of Cluj Napoca, Cluj Napoca, Romania 2) Bogdan-Vodă University of Cluj Napoca, Cluj Napoca, Romania 4) Maritime University of Constanta, Constanta, Romania Please cite this article as: Gomboş, L., Milon, A.G., Nuţ, R.A., Dragomir, C. and Gherman, A.A., 2025. Sport, Culture, and Purchasing Power: Influences on Food Markets and Consumption. Amfiteatru Economic, 27(69), pp. 367-383. DOI: https://doi.org/10.24818/EA/2025/69/367 Article History Received: 16 December 2024 Revised: 12 February 2025 Accepted: 18 March 2025 Abstract This study aimed to investigate the influence of economic, cultural, and lifestyle factors on food consumption patterns in 31 European and associated countries between 2010 and 2020. A panel econometric model with random effects was used to analyse data from international sources, including GDP adjusted for purchasing power parity, cultural indices, and food consumption statistics. The findings revealed that increased sports participation and purchasing power significantly increased vegetable, fruit, and fish consumption, while cultural values such as individualism and long-term orientation shaped dietary preferences. Unlike previous research that focused on individual-level factors, this study integrated macroeconomic determinants to provide a comprehensive analysis of national food consumption trends. Furthermore, critical shifts in the food market were identified, including the increasing demand for healthy and sustainable products, highlighting the challenges faced by food chain actors in adapting to these changes. The results provide a valuable framework for policy makers and business strategies, highlighting the need for resilience, innovation, and market adaptation to align with evolving consumer preferences. Keywords: food consumption structure, sports participation, purchasing power, cultural values, driving market shifts. JEL Classification: Q18, C23, Z20. * Corresponding author, Alexandra Gabriela Milon – e-mail: [email protected] This is an Open Access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. © 2025 The Author(s). AE Sport, Culture and Purchasing Power: Influences on Food Markets and Consumption 368 Amfiteatru Economic Introduction Studying changes in the food market by examining consumer demand for food products and its economic and behavioural drivers is important to understand how the food industry is changing. Consumer preferences are evolving, with more people choosing healthier, sustainable, and locally sourced foods, which directly impacts the products offered on the market. Technological innovations are also reshaping the food industry, enabling new efficient ways to produce, process, and distribute food, while creating opportunities for different business models throughout the supply chain. Sustainability is a key concern as the food industry is under pressure to reduce environmental impacts while meeting consumer expectations and remaining profitable. Businesses must also develop resilience and adapt to these market changes to remain competitive. Effective marketing and communication play an important role in connecting food producers, processors, and retailers with current consumer trends. By aligning all parts of the food chain with these trends, companies can better respond to market demands and improve their long-term success. The structure of food consumption (how much people eat vegetables, fruits, fish or meat) is heavily influenced by health awareness and sports activity. People who are health conscious often prioritise diets high in fruits, vegetables, and fish due to the known health benefits of these foods, such as vitamins, antioxidants, and lean proteins. Regular sports participation further shapes these choices, as active people tend to choose leaner, protein-rich options that support physical performance, such as poultry and fish, over red meat. In many European countries, the growing popularity of sports and fitness has led to an increased demand for 'health foods', including organic produce and high-protein items, creating a trend towards balanced and nutritious diets. Additionally, purchasing power allows health conscious consumers to purchase premium food items such as fresh fish or organic vegetables, which are often more costly. This trend is strong in Northern Europe, where health and fitness are culturally emphasised, leading to diets rich in fish and plant-based foods. In southern Europe, although traditional diets are high in vegetables and fish, there is also growing awareness of healthy eating and fitness. Cultural values that promote well-being and active lifestyles can strongly impact dietary choices, as seen in countries such as Sweden and Denmark. In general, sports and health concerns are key drivers of food consumption patterns throughout Europe, contributing to a shift toward balanced diets that align with active and health-focused lifestyles. The academic literature extensively explores food consumption patterns, but most studies focus on individual-level factors, such as why a person chooses one type of food over another. However, understanding the structure of food consumption at the national level is equally important, as it reveals broader trends that shape market demands. Our study addresses this gap by examining how national determinants, such as economic factors, cultural values, health trends, and participation in sports, collectively influence food consumption patterns. The originality of our research lies in its comprehensive macro-level perspective, which integrates these diverse determinants into a unified analytical framework. Unlike existing studies, our approach highlights how societal preferences and behaviours drive changes in food markets, providing essential insights for policymakers, companies, and public health advocates. By focussing on European countries, we emphasise the geographical and cultural diversity of food preferences across the continent. For example, physically active and health conscious populations are driving the increased demand for lean proteins and fresh produce, prompting producers and retailers to adapt accordingly. This has significant implications for Food Market Shifts – Challenges for Food Chain Actors AE Vol. 27 • No. 69 • May 2025 369 food market shifts, as businesses in the food chain must respond to regional trends in consumer demand to remain competitive. The findings can guide companies in tailoring their offerings to meet changing dietary patterns, leading to more effective strategies and product development. Our study provides insights into how evolving consumer needs impact the food market, helping stakeholders better anticipate and respond to changes in market dynamics throughout Europe. The article begins with a review of the literature that examines academic research on factors likely to influence the structure of food consumption. The next section, Research Methodology, details the data sources from EU and associated countries, defines the variables used in the empirical study, and describes the statistical approach. This methodology includes panel econometrics, relevant tests, as well as the role of descriptive statistics and graphical visualisations. In the Results and Discussion section, the article highlights trends emerging from descriptive statistics and presents the findings from econometric estimations, followed by an analysis of these results. The article closes with the Conclusions section, which includes a summary of findings, study limitations, directions for future research, and policy implications. 1. Review of the literature The academic literature on food consumption is extensive. However, it focusses mainly on individual behaviour. Our approach is different, targeting the macro-level. We examine national determinants of food consumption. The literature review is divided into four parts. First, we analyse how sports participation influences the consumption structure. Second, we explore the impact of purchasing power on consumption preferences. Third, we investigate the link between cultural values and specific product groups. Finally, we assess how product demand affects the functioning of specific markets. Sports and Food Consumption Preferences. Sports participation significantly influences dietary choices, as people engaged in physical activity tend to prioritise nutrient-dense foods for performance and recovery. Meyer and Reguant-Closa (2017) emphasise the role of protein-rich diets, particularly meat and dairy, and incorporate sustainability as a growing concern in sports nutrition. This aligns with Dagevos and Van Ophem (2013), who introduce the concept of Food Consumption Value (FCV), explaining that food choices in sports reflect broader values such as health and well-being. However, Çebi et al. (2020) take a different approach, focussing on meal timing and frequency, especially breakfast habits, as critical factors in maintaining diet quality among students from sports faculty. While both perspectives acknowledge structured eating habits, Meyer and Reguant-Closa (2017) integrate ethical concerns, whereas Çebi et al. (2020) emphasise the physiological benefits of planned eating patterns. Beyond structured meals, Cui et al. (2022) highlight the rapid expansion of the sports food industry, driven by the growing demand for energy-dense bars, protein supplements, and specialised sports products. This commercialisation of sports nutrition contrasts with Fieldhouse (2013), who examines the cultural and social norms that shape food choices in active individuals, demonstrating how societal expectations influence dietary behaviour. Although Cui et al. (2022) analyse market-driven shifts, Fieldhouse (2013) focusses on how cultural narratives surrounding nutrition affect athletes' preferences. Furthermore, sports participation often correlates with a greater focus on healthy foods such as fruits and vegetables, aligning with the broader goal of optimising performance. This trend AE Sport, Culture and Purchasing Power: Influences on Food Markets and Consumption 370 Amfiteatru Economic is supported by Dagevos and Van Ophem (2013), who suggest that FCV helps explain why athletes and active people may prioritise food choices based on long-term health benefits. However, this contrasts with Çebi et al. (2020), who argue that structured eating routines and meal frequency are more immediate determinants of dietary quality than ethical or healthconscious motivations. Together, these studies demonstrate how sports-related food choices are shaped by commercial influences (Cui et al., 2022), structured dietary habits (Çebi et al., 2020), cultural expectations (Fieldhouse, 2013), and personal values (Dagevos and Van Ophem, 2013). Although some emphasise the impact of the market and industry on sports nutrition, others highlight the role of meal structure, cultural norms, or ethical considerations in shaping dietary behaviour. This interplay of factors underscores the complexity of food preferences in sports and fitness contexts. Purchasing Power and Food Preferences. Purchasing power is a critical determinant of food preferences, influencing consumers’ access to a variety of foods. Higher incomes generally allow consumers to afford more nutritious and diverse foods, such as fruits, vegetables, and lean proteins (European Commission, 2024). Fallo, Nuhriwangsa and Hanim (2019) examine how purchasing power affects the consumption of fruits and vegetables among elementary students, finding a significant correlation between income and diet quality. Ayaviri-Nina et al. (2022) study rural families in Ecuador, showing that higher family income is related to greater food security, whereas low purchasing power limits dietary diversity. Similarly, Bandara et al. (2021) explore changes in food consumption patterns in Sri Lanka, highlighting how income growth and urbanisation drive the demand for diverse food products beyond traditional staples. Blisard et al. (2002) provides further evidence by projecting US food spending growth based on income trends, suggesting that increased purchasing power will expand demand for diverse food options. Zhang, Grunert and Zhou (2020) also discuss consumer interest in local foods, noting that purchasing power enables the support of locavorism in developed markets. As purchasing power increases globally, it redefines consumer demand for high quality, premium, and locally sourced food products, prompting changes in the food market to meet these preferences. Cultural Values and Food Preferences. Cultural values are fundamental determinants of food choices, shaping dietary habits through long-standing social norms and traditions. Djekic et al. (2021) explore the relationship between Hofstede’s cultural dimensions and food choice, showing that individualistic and uncertainty-averse cultures tend to favour health-conscious diets. This aligns with Nemeth et al. (2019), who examine international students in Hungary and find that cultural backgrounds significantly influence dietary preferences, often reinforcing the tendency to maintain traditional eating patterns even when living abroad. Similarly, De Mooij and Hofstede (2011) demonstrate that cultural norms impact consumer behaviour, influencing both food selection and broader consumption habits in different societies. At a global level, Kearney (2010) highlights how cultural factors shape the nutrition transition in developing countries, with dietary changes occurring at different rates depending on societal norms and exposure to globalisation. This cultural influence extends to the ethical and emotional dimensions of food consumption, as described by Dagevos and Van Ophem (2013), who introduce the concept of Food Consumption Value (FCV). They argue that cultural values shape food choices by integrating health, sustainability, and personal beliefs into purchasing decisions, which contrasts with purely economic drivers. In this context, Feldmann and Hamm (2015) offer a complementary perspective by analysing how cultural values and local food preferences interact. Their study reveals that while local food is often associated with freshness and quality, consumer demand varies significantly based on Food Market Shifts – Challenges for Food Chain Actors AE Vol. 27 • No. 69 • May 2025 371 cultural attitudes toward food origin, authenticity, and sustainability. This connects with Sun, Horn and Merritt (2009), who identify cultural dimensions such as masculinity and selfconsciousness as factors that encourage healthier eating habits, demonstrating how identity influences food choices. Taken together, these studies illustrate that cultural values influence food preferences through a combination of tradition, identity, and ethical considerations. Although Feldmann and Hamm (2015) emphasise the cultural motivations behind local food consumption, Djekic et al. (2021) and Nemeth et al. (2019) focus on how cultural dimensions and migration affect food choices. This collective evidence underscores the profound role of cultural norms in the shaping of national and regional food markets, demonstrating how both individual preferences and societal expectations contribute to dietary behaviour. Consumer preferences and market trends. Consumer preferences are evolving, with a growing focus on health, sustainability, and local food supply, all of which are key drivers of market trends. Kearney (2010) highlights a global shift toward more diversified diets, driven by urbanisation and rising incomes, which broadens consumer demand for varied and nutritious food options. This aligns with Hartman-Petrycka et al. (2024), who find that younger consumers increasingly prioritise balanced diets rich in vegetables and fish due to health and environmental concerns. Similarly, Larson (2004) explores market segmentation based on food consumption patterns, helping businesses tailor products to align with regional dietary preferences. Beyond these economic and demographic influences, Dagevos and Van Ophem (2013) introduce the concept of Food Consumption Value (FCV), arguing that emotional and ethical considerations play a significant role in shaping food choices. This perspective aligns with Meyer and Reguant-Closa (2017), who examine sustainability in sports nutrition, highlighting that athletes increasingly opt for foods that align with environmental concerns. Zhang, Grunert and Zhou (2020) further explore the growing preference for local food, particularly in environmentally conscious markets like Denmark, where “locavorism” reflects both ethical and health-driven motivations. In this context, Rana and Paul (2017) provide a broader framework to understand consumer behaviour, particularly in the organic food market. Their study highlights how health awareness, environmental awareness, and trust in certification systems contribute to shifting food preferences, particularly as consumers seek products perceived as safer and more sustainable. This is particularly relevant to Ho et al. (2022), who examine how cultural backgrounds influence attention to food labels, shaping consumer perceptions of product authenticity and quality. Together, these studies illustrate how consumer preferences are shaped by a combination of economic, ethical, and health-related factors. Although Kearney (2010) and HartmanPetrycka et al. (2024) focus on the role of income and generational trends, Rana and Paul (2017) provide insight into the psychological and environmental motivations behind food choices. These evolving preferences continue to shape food markets, requiring producers and retailers to adapt to the growing demand for healthier, sustainable, and ethically sourced products. Macro approach and potential determinants. The specialised literature, focussing primarily on individual determinants of food consumption, highlights several factors. These factors will be examined at the macro level in our study of European countries. Increased participation in sports at the national level encourages healthier dietary choices, shifting the population's food consumption structure toward a higher intake of vegetables, fruits, and lean proteins such as chicken and fish. This shift often results in reduced consumption of red meats, such as pork and beef, as well as an increased preference for nutrient-dense options, such as seafood, aligning with the nutritional demands of an active lifestyle. The average AE Sport, Culture and Purchasing Power: Influences on Food Markets and Consumption 372 Amfiteatru Economic purchasing power in a country significantly influences the population's food consumption structure. A higher purchasing power typically increases the consumption of premium products such as beef, fish, and seafood, while a lower purchasing power shifts preferences toward more affordable options such as vegetables, fruits, and chicken. Cultural indicators such as Individualism (IDV), Long-Term Orientation (LTO), and Uncertainty Avoidance (UAI) significantly shape a country's food consumption patterns. Higher IDV may lead to diverse diet choices and a focus on convenience, favouring items such as chicken and seafood. Strong LTO encourages sustainable and health-conscious consumption, increasing the demand for vegetables, fruits, and fish. High UAI promotes traditional and familiar foods, such as pork and beef, over exotic or less common options. Other Hofstede dimensions, like Power Distance (PDI) and Masculinity (MAS), are theoretically less relevant, as they primarily influence hierarchical relationships or competitiveness rather than direct food choices. 2. Research methodology A significant gap in existing research lies in the lack of a comprehensive methodological framework that integrates the economic, cultural, and behavioural determinants of food consumption at the macrolevel. Although previous studies have explored these factors individually, few have used panel econometric techniques to systematically capture their combined effects over time and in multiple countries. This study addresses this limitation by applying robust statistical methods and multisource data integration to provide a more nuanced understanding of food market dynamics and consumer behaviour. Statistical methodology. The core methodology for validating the study's hypotheses is paneldata econometrics. As an auxiliary element, we use descriptive statistics and graphical representations (maps) to visualise the spatial dynamics of the phenomenon. Maps can also highlight potential behavioural mimicry among geographical neighbours. The empirical analysis is conducted on a sample of 31 European countries, including EU members and associated states, covering the period 2010-2020, as this is the only timeframe for which complete data are available for all study variables. Given the relative stability and low volatility of the variables used in our study (such as Hofstede’s cultural factors), no significant structural changes were observed in consumption patterns or explanatory variables due to the COVID-19 pandemic or other external factors. The descriptive statistics and geographic visualisation of the data are considered preliminary analyses that are used to identify potential trends. The confirmatory methodology is based on panel econometrics applied to data from the countries in the sample. Prior to estimation, we conducted standard pre-estimation tests. These steps ensure the robustness of the econometric analysis. The Breusch-Pagan Lagrange Multiplier (LM) test evaluates whether a random-effects model is justified over an OLS model by testing for significant variation across cross-sectional units. The hypotheses are as follows: H0: no random effects, and H1: random effects present.  T represents the number of time periods (3 years: 2010, 2015, 2020), Food Market Shifts – Challenges for Food Chain Actors AE Vol. 27 • No. 69 • May 2025 373  N is the number of units (31 countries),  yit is the value of the dependent variable for country i in period t,  is the country-level mean of the dependent variable across all time periods,  y is the overall mean of the dependent variable across all countries and time periods. If the p-value of the LM test is <0.05, we reject H0 and conclude that random effects are present, making the random effects model appropriate. The Hausman test helps to choose between fixedand random-effects models by checking if individual effects are correlated with explanatory variables, with hypotheses: H0: random effects model is appropriate (no correlation) and H1: fixed effects model is appropriate (with correlation).  βFE represents the econometric estimates for the fixed effects model,  βRE represents the econometric estimates for the random effects model,  Var(βFE) and Var(βRE) are the variance matrices for the estimates of the two models. To use random effects, the Hausman test statistic H should not be statistically significant; that is, the p-value should be greater than the chosen significance level (α=0.05). If the pvalue > 0.05, we do not reject the null hypothesis, indicating that the random effects model is appropriate. In our estimations, the Breusch-Pagan LM and Hausman tests indicate the suitability of using random-effects models. The random-effects model assumes that individual-specific effects are uncorrelated with the explanatory variables, allowing variation across entities (such as countries) to be treated as random and included in the error term, making it more efficient for estimating coefficients when this assumption holds. Unlike the fixed effects model, which controls for all time-invariant characteristics, and the pooled OLS model, which assumes no individual-specific variation, random effects strike a balance by partially accounting for unobserved heterogeneity while retaining efficiency. Our estimations are based on the following regressions:  i indexes the observations (31 countries)  t indexes the time (3 years, 2010, 2015, 2020). AE Sport, Culture and Purchasing Power: Influences on Food Markets and Consumption 374 Amfiteatru Economic Robustness check. To ensure the reliability of our estimates, we assessed potential multicollinearity and omitted variable bias (OVB). Given the distinct nature of our explanatory variables: economic (GDP_PPP), cultural (Hofstede dimensions), and lifestyle factors (sport participation), collinearity is unlikely. Empirical verification confirms this, with the highest Pearson correlation coefficient observed at 0.27 (between GDP_PPP and sports participation), far below the conventional threshold of 0.7. Regarding OVB, our model incorporates all key determinants identified in the literature that influence food consumption, including economic capacity, cultural orientation, and lifestyle choices. Inclusion of Hofstede dimensions captures deep-seated cultural effects, while GDP_PPP and sports participation control for economic and behavioural influences, reducing the likelihood of unobserved confounders. Additionally, the random effects panel model, validated by the Breusch-Pagan and Hausman tests, accounts for time-invariant heterogeneity between countries. These robustness checks confirm that neither multicollinearity nor omitted variables significantly distort our findings, ensuring the validity of our results. Definition of variables. Table 1 presents all the variables used in the regressions, explanations of their definitions, and some descriptive statistics. Table no. 1. Variables used and descriptive statistics Variable code Explanations regarding the variables Mean Std. Dev.$ Min Max Dependent variables FREQVEGCONS Frequency of vegetable consumption. Percentage of the adult population who consumes vegetables at least 4 times a week. 70.7 3.72 64 80 FREQFRUCONS Frequency of fruit consumption. Percentage of the adult population who consumes fruits at least 4 times a week. 49.9 20.6 11 80 POULTRY_TMC Proportion of poultry in total meat consumption. 22.6 5.50 11.5 36.6 PORK_TMC Proportion of pork in total meat consumption. 38.4 7.43 26.5 56.8 BEEF_TMC Proportion of beef in total meat consumption. 17.3 4.97 9.1 31.0 FISH_TMC Proportion of fish and seafood in total meat consumption. 21.6 6.59 8 35.6 Explanatory variables SPORT The percentage of the population who participates in regular sports, at least once a week. 47.4 18.1 6.3 84.4 GDP_PPP GDP adjusted for purchasing power parity, divided by the population (the average economic output per person in terms of local purchasing power). Logtransformed values are used in the regressions. 37764 15001 12582 85819 Food Market Shifts – Challenges for Food Chain Actors AE Vol. 27 • No. 69 • May 2025 381 limit the generalisability of the findings to non-European contexts. Seasonal and regional variations in food availability, particularly for fruits and fish, can also influence the results, adding a layer of complexity not fully addressed. Additionally, differences in economic development within the sample countries could mask nuanced relationships between variables. These factors suggest caution when extending the study's conclusions beyond the analysed context. Future research could expand the geographic scope to include countries from other regions, allowing comparisons between European and non-European dietary patterns. Longitudinal studies covering more time points would help identify long-term trends and the evolving impact of economic and cultural factors on food consumption. Investigating the role of additional variables, such as environmental sustainability or government policies, could provide a more comprehensive understanding of dietary choices. Finally, incorporating data on seasonal and regional food availability could refine insights into consumption variability and its determinants. The findings highlight key policy implications for stakeholders in the food market, offering actionable recommendations. Economic and cultural changes require food chain actors to align with evolving consumer preferences, particularly for healthier and premium products. Targeted policies should promote sustainable agriculture, nutrition education, and fiscal incentives such as subsidies for organic farming and reduced VAT on fresh produce. Technological advances, including digital marketing and supply chain innovations, are crucial. Governments should support blockchain for traceability, e-commerce for local producers, and research on smart food production. Public-private partnerships can improve efficiency and reduce waste. Sustainability remains critical, requiring stricter environmental standards, incentives for plant-based alternatives, and responsible aquaculture policies. Consumer awareness campaigns can encourage sustainable eating choices. To ensure resilience, SMEs need support in diversifying products, strengthening local supply chains, and accessing new markets. Financial incentives for sustainability and innovation can enhance adaptability. Effective marketing and labelling systems must provide transparency on the origin, nutrition, and environmental impact of food. Aligning food policies with economic, cultural, and technological trends is the key to a resilient, sustainable, and health-conscious food market. A combination of fiscal incentives, regulations, technological investments, and consumer education will drive sustainable consumption patterns across Europe. Acknowledgment The authors express their gratitude for the support provided by the SEED Grants and the Competitiveness Grants from Babeș-Bolyai University in Cluj-Napoca, Romania. This assistance was instrumental in facilitating the research and development of this study. All authors have contributed equally to this article. References Asamane, E.A., Marinda, P.A., Khayeka-Wandabwa, C. and Powers, H.J., 2021. Nutritional and social contribution of meat in diets: Interplays among young urban and rural men. Appetite, 156, art. no. 104959. https://doi.org/10.1016/j.appet.2020.104959. Ayaviri-Nina, V.D., Quispe-Fernández, G.M., Vanegas, J.L., Ortega-Mejía, V. and CorderoAhiman, O.V., 2022. Importance of Purchasing Power and Education in the Food AE Sport, Culture and Purchasing Power: Influences on Food Markets and Consumption 382 Amfiteatru Economic Security of Families in Rural Areas—Case Study: Chambo, Ecuador. Sustainability, 14(10), art. no. 6068. https://doi.org/10.3390/su14106068. 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