Decomposing Local: A Conjoint Analysis of Locally Produced Foods

• Published in: American journal of agricultural economics Vol. 90; no. 2; pp. 476 - 486
• Main Authors: Darby, Kim, Batte, Marvin T, Ernst, Stan, Roe, Brian
• Format: Journal Article
• Language: English
• Published: Malden Blackwell Publishing Inc 01.05.2008; Oxford University Press; Blackwell Publishing, Inc; Blackwell Publishing Ltd
• Subjects: Agricultural and food market; Agricultural economics; Agricultural production; Conjoint analysis; consumer attitudes; consumer demand; Consumer economics; Consumer preferences; Consumers; contingent choice; contingent valuation; Crop production; Crops; Demand; Farm size; Farmers markets; Farms; Food; Food labeling; Food movements; Food products; Food security; foods produced in state; foods produced nearby; freshness; Grocery stores; L110; Local communities; Local food systems; local production; locally grown foods; locally produced food; Marketing; perceptions (cognitive); produce marketing; product differentiation; Q110; Studies; Value; Willingness to pay; United States > US
• ISSN: 0002-9092; 1467-8276
• DOI: 10.1111/j.1467-8276.2007.01111.x

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.