Decomposing Local: A Conjoint Analysis of Locally Produced Foods |
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Authors: | Kim Darby Marvin T Batte Stan Ernst Brian Roe |
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Institution: | Kim Darby is Graduate Research Assistant, Marvin T. Batte is Van Buren Professor, Stan Ernst is Outreach Program Leader, and Brian Roe is Professor, Department of Agricultural, Environmental, and Development Economics, The Ohio State University. |
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Abstract: | Increasingly, foods are marketed as "locally grown." We use stated preference data from a choice-based conjoint instrument to address two issues surrounding consumer demand for locally produced goods: (1) what is the geographical extent of "local," and (2) is the value consumers place on "local" production distinct from other factors that are often confounded with locally produced foods such as farm size and product freshness? We find our subjects place similar value on products produced "in state" and "nearby" and that consumers' willingness to pay for local production is independent from values associated with product freshness and farm size. |
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Keywords: | conjoint analysis contingent choice locally produced food product differentiation produce marketing willingness to pay |
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