Recent agricultural economics literature has largely analyzed consumers’ willingness to pay (WTP) for many credence attributes, including place of origin, organic, locally grown, environment-friendly, fair trade, and animal welfare. In this study, we instead attempt to analyze why consumers value “locally grown,” which is a credence attribute receiving increasing attention in the market. Specifically, we propose a distinction between the direct effect and the indirect effect of “locally grown” on consumers’ attitudes towards agri-food products to explain consumers’ preferences for locally grown products. We collect data from an experiment with university students and analyze the data with a structural equation modeling methodology.

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.

Organic foods and local foods have come to the forefront of consumer issues, due to concerns about nutrition, health, sustainability, and food safety. A conjoint analysis experiment quantified the relative importance of, and trade-offs between, apple search and experience attributes (quality/blemishes, size, flavor), credence attributes (conventional vs. organic production method, local origin vs. product of USA vs. imported), and purchase price when buying apples. Quality is the most important apple attribute. Production method—organic versus conventional—had no significant impact on preferences.

This study investigates consumer preferences for a marketing system that improves integration of farmers into a local food system. Attribute-based methods are used to estimate consumer willingness to pay for a locally grown product that is bundled with a local food bank (LFB) donation. Estimates reveal that, on average, households are willing to pay 11% more for locally grown relative to nonlocal agricultural products. When the locally grown product attribute is combined with a donation to support a LFB, the premium nearly doubles. Results suggest that the proposed system could provide resources to strengthen local food distribution networks.

The purpose of this study was to predict Hispanic consumer's willingness to buy ethnic produce grown on local farms. Specifically, this result analyzes and compares the effects of Hispanic consumers' socio-economic characteristics and their expressed value judgments on their willingness to buy locally grown ethnic fruits and vegetables. The survey instrument asked respondents whether they were willing to buy ethnic produce grown on local farms, and based on this, an ordered probit model was developed to predict the willingness to buy ethnic produce grown on local farms. The model has significant explanatory power with 80% overall model prediction success. According to the survey results, overall, 80% of the Hispanic respondents were willing to buy locally grown ethnic produce, 13% of them were indifferent and only 7% of them were less willing to buy. The high positive percentage indicates the intensity of consumers' interest toward willing to buy locally grown produce. The study results indicated that growing demand for Hispanic ethnic produce provides a potential opportunity for farmers in the region.