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Comparing Willingness to Pay for Organic, Natural, Locally Grown, and State Marketing Program Promoted Foods in the Mid-Atlantic Region

Published online by Cambridge University Press:  15 September 2016

Kathryn A. Onken ,
John C. Bernard  and
John D. Pesek Jr.
Kathryn A. Onken
Affiliation:
Department of Food and Resource Economics at the University of Delaware, in Newark, Delaware
John C. Bernard
Affiliation:
Department of Food and Resource Economics at the University of Delaware, in Newark, Delaware
John D. Pesek Jr.
Affiliation:
Department of Food and Resource Economics at the University of Delaware, in Newark, Delaware
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Abstract

A choice experiment of Mid-Atlantic consumers was conducted to determine marginal willingness to pay for the attributes organic, natural, locally grown, and state marketing program promoted for strawberry preserves. The influence of purchasing venue on willingness to pay was also examined. Results indicated a price premium when purchased at a farmers market across all five states and versions. Organic was preferred to natural in only one state. Preference ordering between local and state program promoted varied. Consumers in Maryland and Pennsylvania clearly preferred local, while those in New Jersey seemed most likely to prefer the state program version.

Keywords

organicnaturallocally grownstate marketing programchoice experiment
Type
Contributed Papers
Information
Agricultural and Resource Economics Review , Volume 40 , Issue 1 , April 2011 , pp. 33 - 47
Copyright
Copyright © 2011 Northeastern Agricultural and Resource Economics Association 

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