Buying local is an important facet of sustainable consumption. This study aims to identify key factors influencing local purchasing behaviour through the lens of variables of the extended Theory of Planned Behaviour. A survey was applied to test the proposed research model. Results show that the main factor influencing buying local intention is environmental concern, followed by attitude. Perceived behavioural control and subjective norm did not show a significant positive impact on local purchasing intention. Findings also suggest that gender is a relevant criterion for differentiation of local purchasing intention. These findings contribute to designing better strategies for sustainable consumption and offer different stakeholders and policymakers insights on how to stimulate buying local behaviour and add an enrich current research on the topic.