The influence of biospheric messaging and values on local food consumption

Local food consumption offers numerous health, economic, and community benefits, yet consumers’ motivations to purchase local foods vary widely. While prior research has emphasized egotistic (self-benefit) and altruistic (other-benefit) values, far less attention has been directed toward biospheric values, the concern for environmental well-being, as a driver of local food purchase intentions. This study tests whether exposure to a biospheric advertising appeal influences intentions to buy local foods. The study manipulated message framing (biospheric appeal vs. control) and measured four potential mediators: internal values, external values, fun/excitement values, and biospheric values. Although the serial mediation analysis did not reveal a significant indirect effect, internal values positively shaped external, biospheric, and fun/excitement values; external. Biospheric values further influenced fun/excitement values; and biospheric values uniquely increased purchase intention. Consumers who score higher on biospheric values demonstrate stronger intentions to purchase local foods. These findings contribute to the literature by isolating the influence of biospheric values and offer practical implications for marketers seeking to promote local food through environmentally-focused appeals.