Are the consumers willing to pay more for local fruits and vegetables? An empirical research on Albanian consumers

The local food concept is analysed from a supply chain perspective and its positive environmental effects. Revitalised local economies, reduced greenhouse emissions, preservation of farmland and rural lifestyles associated with local products impacts consumer preferences by reflecting a positive attitude toward locally grown products. In addition, the health benefits of local products are more frequently evoked by consumers than those of organic-local products. However, the labelling of such products is used despite consumers and/or producers not being clear about the attributes conferred by the product locality. In this context, this paper aims to clarify the perception of Albanian consumers regarding local fruit and vegetables. The results show that the positive WTP for local food relies on the consumer concern about health and environmental issues. In the case of Albanian consumers, this is driven more by health, taste and environment. Sur-prisingly, environmental concern exceeds other attributes like price and origin. In this case, environmental issue overlaps health, and it is used as a surrogate indicator for the latter. This is due to the lack of trust in public authorities that fail to assure an efficient quality control process in the agriculture and food sector.