Consumer Willingness to Pay for Locally Grown Plants

Madiha Zaffou and Benjamin Campbell

No 230056, 2016 Annual Meeting, February 6-9, 2016, San Antonio, Texas from Southern Agricultural Economics Association

Abstract: Over the last decade there has been a move by many consumers to purchase locally grown products. Many studies have focused on food with limited studies examining plants. Utilizing a choice experiment in conjunction with latent class modeling with examine the impact of locally labeling and retail outlet on preference and willingness to pay for azaleas. Results indicate that only one of the latent classes, about 43% of the sample, valued locally labeling. Furthermore, the same class that valued local also preferred a nursery/greenhouse outlet over a home improvement center. Recommendations for the different retail outlets are given based on the results.

Keywords: Agribusiness; Marketing (search for similar items in EconPapers)
Pages: 21
Date: 2016
New Economics Papers: this item is included in nep-agr, nep-dcm, nep-env, nep-mkt and nep-pke
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Persistent link: https://EconPapers.repec.org/RePEc:ags:saea16:230056

DOI: 10.22004/ag.econ.230056

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