Abstract
This study discusses the applicability of the construal level theory to consumer behavior toward agricultural products, by investigating the evaluation axis of strawberry purchasing consumers under different psychological distances. Temporal and social distances affected the evaluation axis for strawberries, a result mostly consistent with the construal level theory. Therefore, the theory is reflective of agricultural products purchasing behaviors. As such, an adaptation of the theory would be useful in studying consumer behavior toward these products. On the other hand, spatial distance did not affect the evaluation axis for strawberries. Therefore, the theory may be ineffective in analyzing consumer behavior toward agricultural products compared to other goods, which can be explained by differences in purchasing frequency.
