The latter is related to the marginalization of small farms from globalized markets (Zepeda and Leviten-Reid 2004). Buying local food customers contribute to supporting native rural communities, by recirculating financial capital, creating new jobs, and inspiring new types of sustainable entrepreneurship (Lombardi et al. 2015). Local food has been described in the literature as a key issue in the growth of AFNs worldwide (Lombardi et al. 2015; Winter 2003). According to Feenstra , AFNs “are rooted specifically locations, purpose to be economically viable for farmers and consumers, use ecologically sound production and distribution practices and enhance social fairness and democracy for all members of the community” (Feenstra 1997, p. 28).

This could be interpreted as an investment to enhance the consequences of oblique reciprocity mechanisms. The PGS, as a comprehensive set of casual institutional arrangements, creates a great status for the market and enable this reputation to unfold via social …