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Effect on Consumers' Willingness to Pay on "Local" Information for Strawberries

Author
Fu, Zhe
Abstract
This paper conducts an economic experiment to analyze the effect of “locally grown” information on consumers’ willingness to pay (WTP) and perception of quality for three types of strawberries (one California grown and two New York State grown). We use a Becker-DeGroot-Marschak (BDM) auction to elicit consumers’ WTP and use preference rating to examine their quality perception. The results show that consumers are willing to pay a price premium when they know the strawberries are “locally grown” (NYS grown) even when NYS grown strawberries are not rated as highly based solely on their look or taste without the local information. The motivation of this study is to examine whether regional local produce can compete with those from a single region which dominates nation production, providing insights for members in the food supply chain.
Description
43 pages
Date Issued
2021-08Subject
Consumer Preference; Food Supply Chain; Local Food; Marketing; Strawberries; Willingness to Pay
Committee Chair
Gomez, Miguel I.
Committee Member
Turvey, Calum G.; Wasserman-Olin, Rebecca Danielle
Degree Discipline
Applied Economics and Management
Degree Name
M.S., Applied Economics and Management
Degree Level
Master of Science
Type
dissertation or thesis