Journal
AMERICAN JOURNAL OF AGRICULTURAL ECONOMICS
Volume 90, Issue 2, Pages 476-486Publisher
BLACKWELL PUBLISHING
DOI: 10.1111/j.1467-8276.2007.01111.x
Keywords
conjoint analysis; contingent choice; locally produced food; product differentiation; produce marketing; willingness to pay
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Increasingly, foods are marketed as locally grown. We use stated preference data from a choice-based conjoint instrument to address two issues surrounding consumer demand for locally produced goods: (1) what is the geographical extent of local, and (2) is the value consumers place on local production distinct from other factors that are often confounded with locally produced foods such as farm size and product freshness? We find our subjects place similar value on products produced in state and nearby and that consumers' willingness to pay for local production is independent from values associated with product freshness and farm size.
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