Preferences for locally grown products: evidence from a natural field experiment

We use a natural field experiment to investigate the effect of information about locally grown products on purchase decisions. We consider information on two product characteristics: quality as a function of terroir and reduced carbon emissions resulting from shorter transportation distances. The greatest effect on purchase behaviour is seen in the response of females to information on reduced carbon emissions. Additionally, we explore whether social influence due to the presence of others affects purchase decisions. We find some evidence that social influence 'nudges' consumers toward locally grown products.