This reasoning can be extended to the “Buy Local” movement, which has been gaining momentum in communities across the world. Messages for the local products movement appear to be following those of the environmental one, using guilt-based, imperative language to induce people to support their local economy. Thus, the purpose of this research is to show that those who hold stronger normative beliefs may indicate greater intentions to pay more for local as well as PE offerings (specifically, organic products), but these maynot actually translate to behavior. Through two, two stage studies (survey and auction), we show that normative beliefs may drive stated willingness-to-pay (WTP) for both locally produced and organic products, but they do not necessarily drive actual WTP.