The importance of agricultural brand strategy is rising as the government has been interested in the growth of the local economy through sustainable production of agricultural products. This study proposed an effective agricultural brand strategy by investigating the impact of the simulation of the production-process on choices of agricultural products. Through achieving these research goals, this study revealed the positive impact of production-process focused simulation on agricultural product choices and these main effects were moderated by consumers' construal levels. Further, this study revealed psychological mechanisms behind the effects. Two experiments were conducted based on scenarios to demonstrate the hypotheses of study. According to Experiment 1, when participants saw the agricultural brand with production-process simulation, they chose the presented option more compared to the conditions that were not. According to Experiment 2, the main effect of production-process simulation on choice of agricultural products was moderated by consumers’ construal level. Specifically, participants with high-level construal showed a higher choice probability when they were asked to imagine focusing on production-process regarding agricultural products compared to focusing on outcome-focused imagination. By contrast, participants with lower level constual did not show the different choice probability regardless of the type of simulation. It reveled that these effects were attributed by perceived quality regarding the agricultural products by executing mediation test. This study further academically expanded the research on consumers’ behavior of agricultural product choice by presenting useful implications and especially by revealing the psychological mechanism in consumers’ agricultural purchasing behavior. In addition, it suggested the effective brand strategies for agricultural products to individual farmers as well as the local community.