More than this, I think there is a substantial portion of consumers who aren't as much attempting to distinguish themselves as they are realizing how important their dollar vote is.
Buying from a small or local farm keeps money circulating locally (ideally). When there is a community of local businesses, this becomes amplified.
It's the primary reason why the whole "farm to table" concept with restaurants caught on. By choosing to eat at a diner that gets their eggs from a local farm, rather than, say, buying a breakfast sandwich from McDonalds, you're not only supporting the local restaurant, but also the local farmer.
So while there is certainly an appeal (not exclusively, either) to purchasing something labeled as classic, authentic, natural or original, there's a less selfish reasoning tied to the root of it.
An interesting part of this is the way primarily Liberal-metro local/organic movements have been ignored as a common ground, and even mocked as purely an aesthetic, by the "anti-globalists".