“…We argue in the present context that thinking about local consump- First, past research has shown that anticipated warm glow underlies judgments and decisions in the context of ethical and environmentally-friendly consumption (Andrews et al, 2014;Giebelhausen et al, 2016). For example, it has been shown that anticipated warm glow arising from cause marketing (Andrews et al, 2014), bundling hedonic products with charity donations (Strahilevitz & Myers, 1998), and purchasing products with ethical attributes (e.g., Bezençon et al, 2020) (Cannon et al, 2019;Han et al, 2023;Lee & Shrum, 2012;Mandel et al, 2017;Zhang, Ma, et al, 2023). A key finding in this literature is that people are motivated to compensate for self-discrepancy by engaging in activities that help them reduce the psychological discomfort associated with the discrepancy.…”