Local and Organic Preference: Logo versus Text. (8th April 2019)

• Record Type: Journal Article
• Authors: Katz, Michael; Campbell, Benjamin; Liu, Yizao
• Is Part Of: Journal of agricultural and applied economics. Volume 51:Number 2(2019)
• Page Start: 328
• Page End: 347
• Publication Date: 2019-04-08
• Subjects: Choice experiment, -- consumer preference, -- eye tracking, -- willingness to pay; Q13; Agriculture -- economics; Agriculture -- Economic aspects -- Periodicals; Agriculture -- Economic aspects -- Southern States -- Periodicals; Agriculture -- Economic aspects -- United States -- Periodicals; Agriculture -- Aspect économique -- Périodiques; Agriculture -- Aspect économique -- États-Unis -- Périodiques; Agrarökonomik; Agrarmarkt; USA; Welt; Agriculture -- Economic aspects; United States; Periodicals; 338.10975
• DOI: 10.1017/aae.2019.4
• Languages: English
• ISSNs: 1074-0708

Abstract

Abstract: A choice experiment was conducted concurrently with eye-tracking technology to examine consumer preferences for local and organic produce, notably effects of logo- versus text-labeling formats. We find consumers prefer local to nonlocal, but some consumers will pay a higher premium for logo-labeled produce compared with text-labeled produce. Additionally, we find evidence that a local logo tends to attract attention quicker and hold attention longer compared with a text label. The organic text label was preferred by some consumers compared with the USDA certified organic logo, even with though consumers looked at the logo longer and more often.