... gap, this study aims to develop and test the theoretical model for local consumption decisions by integrating moral foundations theory and local–global identity literature. Design/methodology/approach An online survey of US adult consumers (n = 362) was conducted to test the theoretical...

... with different degrees of agreement with moral foundation statements. Design/methodology/approach Data are collected from two national online surveys that were conducted in Canada in 2016 and 2017, including socio-demographic, attitude, belief and stated choice questions. Data are analysed using hierarchical...