Purpose This study aims to explore antecedents of supporting local food branded by a sustainable state-operated agricultural marketing program (SOAMP). Cultural values and pro-environmental attitudes were examined as well as their effect on purchase and word-of-mouth intent. Design/methodology/approach The values, attitudes and behavior model served as the framework for testing the measurement and structural models and mediation effects. A total of 259 individuals participated in the online survey. Findings Structural model was a good fit to the data. The values of collectivism and long-term orientation were the strongest predictors of intent to purchase and spread word of mouth about SOAMP branded products. Green consumption attitudes mediate the relationship from collectivism value to intent to support products branded by a sustainability marketing program. Originality/value This study is original in that it challenges the notion that local food consumption is primarily driven by pro-green attitudes. To the best of the authors’ knowledge, it is also the first of its kind to approach local food and pro-green consumption from a cultural perspective by using Hofstede’s cultural values scale to explore how individuals’ values affect their support of products branded by a sustainability marketing program.

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Russian Doll, an independently owned and operated small ethnic restaurant serving handcrafted Russian food, opened its doors on January 1, 2015 in a rural river town in Southeast Missouri. The owner, Ana, had mastered many of her home country’s recipes and excelled in the kitchen. Her restaurant focused on introducing American audience to Russian culinary delights and culture, featuring authentic, made-to-order fare and a neighborly atmosphere. Ana had long dreamed of her own restaurant but without prior industry experience or formal training running the business wasn’t easy. In December 2015, after 1 year of operations, Ana found herself wondering how to proceed. Was Russian Doll a feasible entrepreneurial enterprise to begin with? Could Ana’s business be saved or was it time to call it quits and shut down?

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