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Consumer preferences for local production and other value-added label claims for a processed food product

2011; Oxford University Press; Volume: 39; Issue: 3 Linguagem: Inglês

10.1093/erae/jbr039

1464-3618

Wuyang Hu, Marvin T. Batte, Timothy A. Woods, S. Ernst,

Environmental Sustainability in Business

Using stated preference data from Kentucky and Ohio, USA, we estimate consumer willingness-to-pay for varieties of a processed food product (blackberry jam) that are differentiated with respect to their local production labelling and a series of other value-added claims. Results show that consumers were willing to pay more for the product indicating locally produced, produced in their state or in a well-identified multi-state region. Consumers were willing to purchase organic products, although there might be some confusion as to the meaning of the organic logo. Our results also supported the notion that consumers are willing to support small family farms.