Nudging local: Do information treatments work?

This study examines how information nudges shape consumer preferences for locally grown foods. Using an online discrete choice experiment with blueberries, we assess the effectiveness of tailored information emphasizing local economy support, quality, and environmental benefits in increasing consume...

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Bibliographic Details
Published inJournal of the Agricultural and Applied Economics Association Vol. 4; no. 3; pp. 333 - 349
Main Authors Jeon, Younghyeon, Khachatryan, Hayk, Wei, Xuan, Kassas, Bachir, House, Lisa, Nayga, Rodolfo M.
Format Journal Article
LanguageEnglish
Published 01.09.2025
Subjects
choice experiment
information interventions
local foods
state marketing program
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ISSN2769-2485
2769-2485
DOI10.1002/jaa2.70017

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Summary:This study examines how information nudges shape consumer preferences for locally grown foods. Using an online discrete choice experiment with blueberries, we assess the effectiveness of tailored information emphasizing local economy support, quality, and environmental benefits in increasing consumer valuation of state‐branded products. Results indicate that consumers respond positively to all information treatments, with quality—particularly freshness—having the strongest effect. State ethnocentrism plays a key role, as consumers with higher state ethnocentrism exhibit greater willingness to pay for the state‐branded logo across all treatments. These findings provide insights for improving local food marketing strategies and strengthening state‐level marketing programs.
ISSN:2769-2485
2769-2485
DOI:10.1002/jaa2.70017