Branding state-level pride: Exploring values and attitudes of local food product consumption

This exploratory study employed the values, attitudes, and behavior (VAB) framework to test Hofstede’s cultural values, state-level ethnocentrism (state brand consumption), and identity (state pride) on intent to support ag-related products in the context of a state operated agricultural marketing program (SOAMP). Results (N = 259) showed collectivism and long term orientation have a positive influence on consumers’ attitudes. State brand consumption was found to be the strongest predictor of intent to purchase local food products, while state pride had a mild level of predictability. Practical implications for food and beverage retailers, hospitality marketers and ag-related government agencies are provided.