To Fund or Not to Fund: Assessment of the Potential Impact of a Regional Promotion Campaign

Carlos Carpio and Olga Isengildina-Massa
Authors registered in the RePEc Author Service: Olga Isengildina Massa

Journal of Agricultural and Resource Economics, 2010, vol. 35, issue 2, 16

Abstract: This paper develops a framework for assessing the potential economic impact of a regional promotion campaign combining contingent valuation methods with a partial displacement equilibrium model. The proposed approach is applied to the evaluation of the potential economic impact of the locally grown campaign in South Carolina. Results reveal that the first season of the promotion campaign increased consumer willingness to pay for produce by 3.4%. The change in consumer preferences and the corresponding shift in demand increased producer surplus by $3.09 million. This economic benefit, combined with the 2007 promotion campaign investment, resulted in a benefit-cost ratio of 6.18.

Keywords: Consumer/Household; Economics (search for similar items in EconPapers)
Date: 2010
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Citations: View citations in EconPapers (13)

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Persistent link: https://EconPapers.repec.org/RePEc:ags:jlaare:93214

DOI: 10.22004/ag.econ.93214

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