Are consumers no longer willing to pay more for local foods? A field experiment

IF 1.3 Q3 AGRICULTURAL ECONOMICS & POLICY Agricultural and Resource Economics Review Pub Date : 2023-08-22 DOI:10.1017/age.2023.27
Kelly A. Davidson, B. Khanal, K. Messer
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Abstract

Government programs promoting locally produced foods have risen dramatically. But are these programs actually convincing consumers to pay more for locally produced food? Studies to date, which have mostly relied on hypothetical stated preference surveys, suggest that consumers will pay premiums for various local foods and that the premiums vary with the product and presence of any geographic identity. This study reports results from a large field experiment involving 1,050 adult consumers to reveal consumers’ willingness to pay (WTP) premiums for “locally produced” foods – mushrooms and oysters. Despite strong statistical power, this study reveals no positive effect of the locally produced label on consumer WTP. These null results are contrary to most of the existing literature on this topic. The finding that consumers are not willing to pay more for local foods has important implications for state and federal agencies that promote labeling campaigns that seek to increase demand and generate premiums for locally produced foods.
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消费者是否不再愿意为当地食品支付更多费用?野外实验
政府推广当地生产食品的项目大幅增加。但是,这些计划真的能说服消费者为当地生产的食品支付更多的费用吗?迄今为止的研究主要依赖于假设的既定偏好调查,表明消费者将为各种当地食品支付保费,而且保费因产品和任何地理特征的存在而不同。这项研究报告了一项涉及1050名成年消费者的大型实地实验的结果,该实验揭示了消费者为“当地生产”的食品——蘑菇和牡蛎——支付保费的意愿。尽管有很强的统计能力,但这项研究没有发现本地生产的标签对消费者WTP的积极影响。这些无效的结果与关于这个主题的大多数现有文献相反。消费者不愿意为当地食品支付更多费用,这一发现对州和联邦机构具有重要意义,这些机构推动旨在增加需求并为当地生产的食品带来溢价的标签宣传活动。
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来源期刊
Agricultural and Resource Economics Review
Agricultural and Resource Economics Review AGRICULTURAL ECONOMICS & POLICY-
CiteScore
2.20
自引率
0.00%
发文量
23
审稿时长
19 weeks
期刊介绍: The purpose of the Review is to foster and disseminate professional thought and literature relating to the economics of agriculture, natural resources, and community development. It is published twice a year in April and October. In addition to normal refereed articles, it also publishes invited papers presented at the annual meetings of the NAREA as well as abstracts of selected papers presented at those meetings. The Review was formerly known as the Northeastern Journal of Agricultural and Resource Economics
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