How self-esteem elevates the subjective value of local food

Consumer preference for locally produced food is often attributed to environmental, ethical, and quality-related motives. However, this research identifies a novel psychological mechanism rooted in self-concept and self-esteem that influences local food valuation. Across two experiments, we demonstrate that local products foster a stronger product-self association, leading to higher subjective valuation (Experiment 1). Furthermore, this premium is driven by the transfer of positive self-evaluations to local products—as shown by experimentally lowered self-esteem eliminating the premium (Experiment 2). These findings expand the understanding of consumer preferences for local food by revealing how implicit psychological factors, beyond traditional reasons, shape preferences for local products. Implications for marketing, public policy, and future research directions are discussed. • This research identifies a novel psychological mechanism that influences local food valuation: self-evaluation transfer. • When food is produced in the same geographic area as a consumer, a product-self association is activated. • Because most people view themselves positively, this positive self-evaluation is transferred to the locally produced food, increasing its valuation. • Transference of self-evaluation influences the valuation of locally produced food above and beyond previously offered reasons (e.g., sustainability). • Results can be used by marketers and policymakers to more effectively promote locally produced food.